Accu-Chek, a leading brand of medical goods for diabetes care, put together a production crew and cast solely consisting of people living with the disease to create a real-world film highlighting the issue and encouraging them to continue the fight.

Director, cast, crew and even extras - more than 80 diabetics and caregivers made an inspirational film with the message:

Don’t suffer from diabetes, live with it.

The video led to a promo site www.accuchek.live with interviews and life stories of heroes of the film. On the web-site we encouraged everyone to share their personal motivation and support the campaign.

What is life for you?

Sport is life.

Accu-Chek. Aspiration in our blood.

To prove the message we partnered with famous actors and athletes who live with this disease. They revealed their life stories in media.

Also we collaborated with journalists-diabetics. Their articles with the mark “Made by diabetics” appeared on the leading news outlet Lenta.ru with a 40 million audience.

The project received thousands of comments and a huge feedback in social media.

In one month

Accu-Chek website traffic grew by 12%

Brand search went up by 72%

Sales increased by 11%

The campaign was supported by diabetes societies in Russia and Ukraine. We changed the perception of the disease and united people with idea:

Don’t suffer from diabetes, live with it.