Case Bilardo
Encouraging Diabetes Testing in Argentina
David Nunamaker and Stephan Marsh
The Issue
- 4 million Argentinians are diabetic
- Only half are aware
- A campaign was needed to raise awareness and testing rates
The Strategy
- Because women were more likely to get tested, men were designated as the target of the campaign
- Strategists wanted a starting point that would be entertaining and engaging: soccer
- Researchers settled on the doctor/soccer player Carlos Bilardo, who was rumored to prick opponents with a needle while playing in the 60s
Access Points
- A wide ranging approach was used
- Television ads, billboards, a website, and a Facebook app were all used to engage the target audience
- Testing stands were set up along with a free information line to inform the public of their location
Implementation
- Television ads were used first to pitch the campaign
- Billboards were used to reinforce the message
- Social media was utilized to engage the public
Impact
- Around 30,000 people utilized the testing sites over the course of 20 days
- 30% of Argentinians remembered the campaign, and 49% said it compelled them to get tested
- Net return on investment was positive
Discussion
- Would the campaign have been as effective without the celebrity endorsement? Can you think of other health campaigns with celebrity endorsements?
- Would the campaign still have been worthwhile had there been a negative return on investment?