Кейс

Symptommercial

  • Рекламируемый продукт
  • Driving change in diabetes, non-profit initiative

Проблема

 By 2024, over 496,000 cases of type 2 diabetes were officially registered in Kazakhstan — with just as many likely undiagnosed. The symptoms (thirst, fatigue, weight changes) were subtle and often dismissed as everyday discomfort. People ignored them, just like they ignore everyday ads.

Решение

We launched Symptommercials — ads that looked familiar but carried a warning. Symptoms of diabetes were disguised as selling points in ads for water, coffee, and fitness. These appeared across video, OOH, digital, product packaging — and even within stand-up sets and playlists where each track mirrored a symptom. Each touchpoint led to a website with a risk test and prevention advice.

Результаты

 • 10M+ total reach
 • 13,108 new diagnoses of type 2 diabetes
 • Ministry of Health aired the campaign in hospitals and public centers
 • In 2025, free nationwide prediabetes screenings launched