Initiates an exclusive media campaign Real Heroes V/S Diabetes featuring real customers
What do ace cricketer Wasim Akram and an entrepreneur Mihir Shah from Mumbai have in common? Both have diabetes and feature in the new Accu-Chek blood glucose meter advertisement that debuted nationally in January 2016, and is being featured in March 2016 across India.
Roche Diabetes Care, a pioneer of blood glucose monitoring systems in India, in its current media campaign for Accu-Chek Active blood glucose meters, showcases consumers as ‘Real Heroes’, recognizing the manner in which they have taken control of and are successfully managing their diabetes through regular self-monitoring.
Conceptualized by J. Walter Thompson, the print, digital and radio campaigns feature testimonials by people who regularly self-monitor their blood glucose levels with Accu-Chek Active and are leading the life they want.
With diabetes already at such epidemic proportions in India, prevention, detection and early intervention become essential elements in effective diabetes management. Through the real experiences of the real heroes, Accu-Chek aims at inspiring people living with diabetes in the country to take control of their life by taking control of their diabetes.
A Real Hero, in the true sense, is the one who has overcome the odds, taken complete charge of his life and the way he wants to live it. With self-monitoring, one can check at frequent and regular intervals if the blood glucose is in control, and together with the doctor can modify lifestyle, initiate physical activities, and control diet and medication in a real-time manner. By managing blood glucose daily, one also reduces the risk of developing complications related to the eye, kidney and nerve damage, foot problems, and even stroke. Fewer complications means more time for the ‘Hero’ to enjoy everyday life with family!
“Given the enormity and proportion of diabetes in India, it is important that we advance understanding and awareness of self-monitoring as an integral part of diabetes management in our country”, says Sidhartha Roy, Business Head of Roche Diabetes Care in India. “The results of self-monitoring can help guide the patient with diabetes as well as the healthcare professional to adjust the many different parts of therapeutic interventions, thus potentially saving on treatment costs. We believe that self-monitoring of blood glucose empowers and enables a person with diabetes to make informed and timely decisions regarding his health and lifestyle, thereby making him the Real Hero!”, he added.
The campaign is currently running in leading daily and online publications across states in India.