Devised a Creative Strategy for a Leading Blood-Glucose Manufacturer to Reach a Key Audience: Seniors
Diabetes, a disease that is epidemic in this country, affects senior citizens more than any other segment of our population. Unmanaged diabetes can lead to long-term complications, including kidney disease, vision problems, heart disease, stroke, amputation and, in some cases, death.
Marston’s challenge: To creatively educate seniors, first, about the importance of blood-sugar testing – a key component in managing diabetes – using our client’s product, and, second, about how their food choices affect their blood-sugar levels. A key component of our client’s product is a built-in diabetes log-book that includes a food diary.
Marston organized and coordinated a national event/media tour with “The Galloping Gourmet,” Graham Kerr – TV’s first celebrity chef – and his wife, Emmy-Award winning TV producer Treena Kerr (a diabetes patient who used our client’s product) to talk to senior citizens at senior centers across the country about the importance of healthy eating and regular blood-sugar monitoring to help manage diabetes.
Results included interviews on national and regional TV and radio and in print outlets such as The Today Show; KRON-TV (San Francisco); Good Morning Washington; The Miami Herald; KGO-AM (San Francisco); WCBS-FM (New York).