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The launch of Diabetes as a Global Cause by Lions Clubs International, Chicago – The World’s Largest Humanitarian Body
Target Area: Pan India

The World’s Largest Humanitarian Body - Lions Clubs International with its presence in over 200 countries and 1.45 Million Members has for the past 100 years impacted and served Millions of those in Need.

Lions are known across the world for their work in the areas of Vision, Hunger, Environment, Youth and Disaster Relief.


To raise awareness about the cause by an integrated campaign with multiple ground activation activities and digital amplification to create buzz.

India is the Diabetes Capital of the World with more than 70 Million Diabetics in the country. Lions – International Board choose India for the launch of their Global Diabetes Initiative on World Diabetes Day by conducting multiple awareness & impactful initiatives such as

  • Diabetes Check Up Camps & Yoga Camps
  • Diabetes Awareness Walkathon at India Gate
  • Global Seminar on Diabetes attended by experts and bodies from across the world
  • Launch of the Diabetes Mobile Van’
  • Launch and inauguration of World Class Open Health & Fitness Parks
  • Signing up of MOU with World Diabetes Federation

The 15-day-campaign involved dignitaries from across the World as well as the Indian Government.

With such a large scale event digital and social media become the major platforms to spread the awareness about Diabetes and the work Lions are doing to control it.

The Execution

The digital campaign started a month prior to the on ground campaign to gather audience attention.

With Diabetes becoming as common as it has, it is imperative to reach out to people of all ages in an integrated manner with multiple messaging.

Decoding the hashtag “#LionsAgainstDiabetes”. The thought being that the Lions around the world are fighting a battle to make sure people understand that to defeat diabetes one must be aware of the disease.

The launch of Diabetes as a Global Cause by Lions Clubs International, Chicago

A comprehensive landing page was created acting as an information repository to users about diabetes, it affects and how it can be controlled or lived with.

Live updates were provide across platforms as FB, Twitter to provide users information on the location of Free Check up Camps, yoga camps along with motivating them to spread the word and get themselves and their family tested for it.

Video campaigns were designed keeping in mind its reach and tonality in the social space and usage across the world keeping in mind that it was a global endemic.

The #LionsAgaistDiabetes hashtag on twitter and was picked by various Influencers, Ministers and Government bodies spreading the word about diabetes which lead to heavy volume of buzz about the campaign.

The campaign was concluded with ‘The Diabetes Walkathon’ which was aggressively promoted across social platforms via information and event campaigns online to drive audience at a separate onground event that saw a participation almost 6000 people at India Gate.

Pre campaign Activities:

  • Social Media Awareness Campaign
  • Event Amplification- Facebook
  • Twitter Influencers activity
  • Video Campaign
  • Creation of a landing page

During campaign Activities:

  • On ground content live amplification
  • Information dissemination
  • Engaging with the influencers tweeting about the campaign
  • Campaign Branding

Post Campaign:

  • Content Amplification
  • Maintaining the buzz

The result

The campaign created buzz about the fact that one must be aware of the disease to battle it.

Influencers looped in to create buzz about the cause. The Influencer tweets received 11 lakh impressions which lead to many retweets.

The Video campaign with the little Lion mascot was appreciated and viewed by people during the during 6 months in two sets which lead to 51 thousand and 30 thousand views.

With the help of 300+ content pieces we could engage with approx. 32 thousand audience.

The overall campaign visibility was counted as 15 Lakh views during the tenure.

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