This presentation which Myself, Emman Nolan and Stacey Clement presented in the CIM PItch Final at the Diabetes Uk 2012 Conference in Glasgow on 8th March. The idea involved using the Micheal Jackson - Man in the Mirror to provoke people to Make a Change to their lifestyle. The campaign focused on informing children about diabetes through scout/brownie badges and school packs to help explain the difference between type 1 and type 2. For adults it was key that they looked at themselves to see how they could improve their lifestyle choices and understand the symptoms/risks of diabetes.

1. Emma Nolan, Amy Burton, Stacey Clement

2. Situation analysis
• 850,000
• Diabetes
• Type 2
• Prediabetes
• Change
Source: Diabetes UK Website

3. Aims & Objectives
Aim:
Increase knowledge and awareness
Objective:
Increase traffic to the website by 30%

4. Target Audiences
Adults & Children
•Pre-diabetics
•Lifestyle/ Age
•Change 4 Life

5. Adults Media Strategy
Source: Brad insight, RAJAR

6. Children's Media Strategy
Awareness & understanding
Schools
Cubs and Brownies
Source: Brad insight, RAJAR

7. Expenditures
Medium Cost Schedule Total
(inc production/logistics)
Out of House £360 Month- Alternating £2,160,000
(Adshels) (x1000)
Social Media £90,000 Month 1-12 £90,000
(Twitter) (worldwide trending)
Radio £7,500 Month 4-12 £67,500
(National Package) (£2.50 average CPT)
Information Packs £3200 Month 1-12 £44,000
(Schools/Scouts/Brownies) (Online/Badges/Print)
Ambient Media £96,548 Month 1-12 -£253,452
(Mirrors) (500,000 mirrors) (500,000 mirrors @ £1 each)
Ambient Media £6520 Month 1-6 £39,120
(Location Mirrors/Booths) (4000 transfers @ 63p)
Total: £2,147,168

8. Gantt Chart
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Out of
House
Social
Media
Radio
Info
Packs
Ambient
Media
Pocket
Mirrors

9. You asked us to make a change and
that is how we plan on doing it!