Cannes Lions

TAKE A STEP, BE A LEGEND

BUZZ MEDIKAL, Istanbul / ASTRAZENECA / 2015

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Overview

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Overview

Description

Turkey has the highest prevalence rate of diabetes in Europe. With unconditional support of AstraZeneca, "Take a Step, Be a Legend" project endored by Turkish Diabetes Foundation. Aimed to strengthen the fight against diabetes by encouraging people to walk, the campaign invites people to take steps. The target of the campaign is to reach 62 million steps representing the circumference of the earth.We launched the campaign at the Intercontinental Diabetes Walk held on World Diabetes Day. Users who downloaded the mobile application took steps for both their own health and for Europe's largest Diabetes Village that will be established in Istanbul.AstraZeneca took the first step for the healthy future with donations made to the Diabetes Village on behalf of everyone who used the application. Participants' names will be written on the Blue Circle Wall in the Diabetes Village. Up to now a total of 61614709 steps have been taken.

Execution

We launched our application at the Intercontinental Diabetes Walk held on World Diabetes Day. Users who downloaded the mobile application took steps for both their own health and for Europe's largest Diabetes Village that will be established in Istanbul and crossed from one continent to the other.

AstraZeneca took the first step for the healthy future with donations made to the Diabetes Village on behalf of everyone who downloaded the "Take a Step, Be a Legend" application. Participants who become legends not only extend a helping hand to people with diabetes but also will write their names on the Blue Circle Wall in the Diabetes Village.

Actively using social media accounts that we created for our project, we have reached thousands of new users.

Outcome

61 million steps are taken in 5 months. 4567 people downloaded the application. Most of them are diabetes patients. 19b likes in facebook. Increase in awareness of diabetes. 15 Journalists attended the media conference. 70 Billboards used for launch. 7 Natinal Newspapers, 1 Regional Newspaper,1 Local Newspaper coverage is reached.

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