National Diabetes Week campaign reveals mental health toll of the disease

Diabetes Australia has drawn attention to the daily complexities and decisions faced by people with the disease – and the resulting mental health struggles – in a campaign from Brisbane agency Scout Frontier.

The campaign kicked off to mark National Diabetes Week, which began on 12 July.

The focus of the campaign is the mental health of people with diabetes, particularly in the context of the COVID-19 pandemic. Diabetes puts people at higher risk of COVID-19-related illnesses and 40% of people with the disease report that the pandemic has had a negative impact on their mental or emotional health.

The campaign is running across television and out of home (OOH). It is the first campaign to appear on OOH business, Motio’s, network. The TVCs were adapted into creative to suit Motio’s assets.

Taryn Black, Diabetes Australia policy and programs director said the partnership will get the campaign’s message out to the people that need to hear it.

“Scout Frontier and Diabetes Australia is excited to be partnering with Motio for National Diabetes Week in a media first. It’s really fitting that such an important health initiative will be the first campaign to run on Motio’s expansive health network within General Practices around Australia,” Black said.

OOH is being housed by Motio

Adam Cadwallader, managing director of Motio said: “It’s not easy taking a TVC and making a meaningful out-of-home campaign come to life. Our network reaches well over 3m Australians every month across health and wellness environments, meaning this important campaign is an important boost in fighting one of Australia’s most preventable killers that is so very prevalent in our industry.”

Motio was launched in April, as an arm of digital transit media company XTD Limited. Its OOH network covers petrol convenience locations, sports and leisure centres, and medical and health locations across Australia.

Jack Mortlock, general manager of Motio, said: “This partnership is a great example of Motio’s vision to help Australian organisations drive better health outcomes through effective communications in trusted environments in moments of influence.”


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