Saturday, October 31, 2009
Accu-Check concepts
1. Since the brief said something about breaking free and being independent, I was thinking what about if
- Broken chains are placed in public, probably on the street and the tagline can be 'break away from diabetes' or ' Don't let diabetes take you freedom'
-Broken ropes
-Hand cuffs as bus handles and the tagline can be pasted on the overhead board.
2. Something about knowing your specific health, so you're not in the dark anymore
-A glow in the dark copy can be placed in elevators. So when the door closes, the light will turn off and the copy will be glowing and says something like 'don't be in the dark about your health.'
- Glow in the dark billboard/bus shelters that will light up at night. The copies will be different on each one.
3. You can know what to do and not to do if you know your blood sugar level.
-in supermarkets, at the cake aisle, it can say ' To find out if you can have me today, use Accu-Check.
-'Think you can handle me? Find out with Accu-Check'
-This can be placed as a sticker on sugar cups at coffee shops:
'To see how much you can have me, use Accu-Check.' or 'Want some of me? See if you can with Accu-Check.
The whole idea for the 3rd one is to say that you now have the power to control what you eat without being too overly paranoid of the things that you like.
Let me know what you guys think. Thanks!
Dole banana pineapple orange juice
Friday, October 30, 2009
Ito En Tea

FINALS
HOMEWORK
Accu-chek Brief
Client Accu-chek Glucose meter (Compact Plus)
Account Planner: Shannon Graham
Background: Persons who use Accu-chek Glucose have been diagnosed with Diabetes which is when your body is unable to produce enough insulin which leads to a high amount of glucose (which is a living cell in the body that gives you energy) in the blood and urine.
There are two forms of Diabetes, Type 1 and Type 2. With Type 1 Diabetes the body is insulin-dependent (also called juvenile diabetes) it occurs when the pancreas is unable to produce enough insulin to properly control blood sugar levels.
Symptoms
- Abdominal pain
- Fatigue (tiredness)
- Being highly thirsty
- Urinating constantly
- Nausea and Vomiting
- Weight loss even though appetite has increased
Treatments
Since Type 1 diabetes can come on suddenly, patients who are recently diagnosed may be hospitalized to make sure the symptoms don’t worsen. To assure to remain healthy here are some options to consider
Self-testing of blood glucose levels
- Education about diabetes
- Exercise
- Foot care
- Insulin use
- Meal planning and weight control
Type 2 Diabetes: Non-insulin dependent diabetes (Adult-onset)
Type 2 a more mild form of diabetes, in which the person has been diagnosed but isn’t showing high symptoms of the diabetes. The pancreas can still produce insulin but the concern of the diabetes worsening is still apparent.
Target: Are persons who have diabetes and want to live normal lives but have to maintain their health to reduce the symptoms of such complications such as, heart disease and kidney disease which diabetes can cause because of blood vessel damage. Which can be sometimes reduced with daily exercise, a healthy diet subtracting sugars, and checking one’s blood sugar (Glucose level), and taking the right amount of insulin to balance the lack of insulin the body is producing. One wants to feel in control of their health and doesn’t want others to treat them as needy. They understand what they are going through and want to be able to take care of them selves. With their striving independence, they want a product that keeps them feeling confident and secure with their health. So when a vulnerable moment occurs they will be the one in control.
Objective: Introduce Accu-chek as the dependence breaker for persons with diabetes who are striving to take care of themselves. The meter is simple to learn and results are given in seconds. The target is tired of hearing about their health and wants to take care of them selves. They know what they are going through, they live with it everyday. So we want the campaign to be relatable, something they can agree with. Like we’re going through the same thing. It’s a serious topic but it doesn’t need to be portrayed so deep. With Acc-chek they can feel confident and relaxed that they can go on with their day without worrying about their blood sugar. A lighthearted approach to a heavyset topic.