Primary and secondary care physicians treating patients diagnosed with Type 2 diabetes in various healthcare settings. Our primary audience consists of healthcare professionals new to using SGLT2 inhibitors (the category of drugs FORXIGA belongs to). The secondary audience consists of physicians already prescribing FORXIGA.

FORXIGA and XIGDUO (FORXIGA+metformin) are prescription drugs that may only be advertised to healthcare professionals. They are promoted by AstraZeneca, whose headquarters are in the UK. As such, they must follow the ABPI Code of Practice, which requires materials to be appropriate, factual, fair and capable of substantiation.

It was mandated by the client that our campaign imagery utilised an existing global visual asset (the‘sugar shaker’ visual). This campaign was designed from a global perspective and tested via market research in key markets around the world, to ensure global creative resonation and universal cultural accessibility, whilst still providing countries with the ability to adapt the end material type and content to best fit their local needs.

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