Advertising
The Challenge
Hawaiʻi faces persistently high rates of pre-diabetes and Type 2 diabetes, particularly among Native Hawaiian, Pacific Islander, and Filipino communities. Despite the availability of Diabetes Prevention Programs (DPPs), enrollment was low due to a sense of fatalism about the disease and resistance to lifestyle changes. The Department of Health (DOH) and Anthology FINN Partners needed a new, research-driven approach to overcome these barriers. Research revealed that fear-based messaging was ineffective; instead, audiences responded to empowering themes of making small, achievable changes.
The Solution
A multi-channel communications campaign was developed with the core message, “I’m not waiting. I’m preventing diabetes,” to invite participation without judgment. The strategy centered on earned media and community partnerships to build credibility and amplify the message across broadcast TV, radio, streaming services, digital and social media, print, and out-of-home placements. The campaign creative featured diverse local individuals and positive, actionable language.
The impact was immediate, leading to a dramatic surge in DPP enrollment that far exceeded projections, causing the programs to reach full capacity in just four months. Health partners and program coordinators cited the campaign’s messaging as the primary driver for the significant increase in inquiries and sign-ups.
