PM360 2021 Trailblazer Awards Patient/Consumer Education Gold Winner American Association of Clinical Endocrinology and JPA Health

“The Lowdown on Low Blood Sugar” (American Association of Clinical Endocrinology, JPA Health)

Hypoglycemia, or low blood sugar, is a potentially dangerous condition that causes approximately 100,000 emergency room visits annually. One in five people with diabetes are terrified they might pass out in public, and 30% worry about driving safely.

The goals of the American Association of Clinical Endocrinology and agency partner, JPA Health, were to help patients and caregivers prepare for low blood sugar emergencies and raise awareness about hypoglycemia.

JPA Health’s research revealed a need for quality Spanish-language resources. The team devised a creative campaign entitled, “The Lowdown on Blood Sugar,” that consisted of earned media engagement and paid promotion, both in English and Spanish.

The campaign, launched before National Diabetes Awareness Month in November, was written in a down-to-earth tone that reflected the diverse backgrounds, genders, and body types of at-risk people. Audiences responded to educational animations, infographics, videos, social, and the BloodSugarLows.com website. An advertorial featuring Hispanic patients provided highly relatable stories.

The campaign exceeded objectives. It reached more than 200 million and engaged over 63,000 people on social media and the website—a 40% increase over expectation. The campaign content also received 940+ print and online media hits, which included coverage in an article on Healthline’s DiabetesMine site. In addition, an advertorial was picked up by over 1,040 news outlets, with an average 211 million views.

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