There are about 1.5 million type 2 diabetes patients in Taiwan, and 2/3 of them have poor blood sugar control. Timely insulin use is recommended by guidelines; however, according to Taiwan Association of Diabetes Education (TADE), only 10%~12% patients used insulin in the past two years. The objective was to increase the rate of using insulin; to change patients' attitude and encourage action-taking.

Patients’ fear of injections or possible side-effects, the lifelong disease also depresses them easily. Therefore, positively addressing the long-term treatment benefit instead of threatening or fear-mongering was one of the key strategies. Besides, most patients are elderly, cherishing the memories of the old days, especially the economic boom times in Taiwan. The linkage to their life experience and the creation of familiar atmosphere was another key aim.

The “Insulin Mambo” campaign invited the former President of Taiwan, Mr. Deng-hui, Lee, currently 91, and a more-than-30-years diabetes patient who has been on nonstop insulin treatment, as role models. The theme song 'Insulin Mambo' was adapted from a hit song 'Taiwan Mambo' of the 70's to bring back their feelings of those times, easily sing and dance along to the music video while absorbing the right messages insulin usage from the lyrics.

The outcome was impressive with about 70% of Taiwanese media reporting the campaign, creating 109 clips. 'Insulin Mambo' was shown in more than 200 hospitals and became the official song for World Diabetes Day in Taiwan. The rate of insulin use increased 2% (to 14%) by 2012 year-end as more than 30,000 patients took action to use insulin according to TADE statistic.

First, we adapted a popular and cheerful song in the 70's 'Taiwan Mambo' into 'Insulin Mambo', and revised the lyrics into healthcare concepts for diabetes patients, including timely insulin injections.

To make the video more influential, we invited the former President of Taiwan, Mr. Deng-hui, Lee, current 91 and a more-than-30-years diabetes patient with nonstop insulin treatment, to share his experience and encourage diabetes patients to use insulin earlier, in order that they can live a healthy life like him.

Then, we re-shot the music video, inviting a famous dance teacher and patients to perform the dance designed to encourage proper insulin usage. This was announced in a press conference and then distributed to more than 200 hospitals, covering 1/5 healthcare centers in Taiwan.

The implementation stuck to the original plan; all preparation was made in Taipei, Taiwan with the campaign kicking off in the middle of October, 2012, and ran till the end of the year.

According to TADE, insulin use rate increased 2% (to 14%) by 2012 year-end; this is equivalent to more than 30,000 patients (to 194,846 persons) starting to use insulin.

109 media clips were created. About 70% Taiwanese media reported the campaign, including 15 key print and online media; 11 TV clips on prime time for 3 days. The PR Value reached USD $401,745, and the ROI was equivalent to 34 times the investment (Convert the exposure size/length into advertisement expense)

Video played in more than 200 hospitals and clinics, covering 1/5 healthcare centers in Taiwan, reaching patients directly.

'Insulin Mambo' became the official song for Taiwan’s World Diabetes Day event, reaching 2,000 more people.