Australian Diabetes Council
- 29 September 2010
- Case Studies
- Branding, Environmental Graphics
Diabetes is to health, what climate change is to the environment. A local and global epidemic and a UN Priority, Type 2 diabetes is Australia’s fastest growing chronic disease in Australia. One person is diagnosed with diabetes every seven minutes and, perhaps most alarmingly, for every one who knows they have it, another has it but doesn’t know it yet. However, despite these staggering figures, diabetes remains widely misunderstood.
Industry Setting
As the third oldest diabetes charity in the world, Australian Diabetes Council (formerly, Diabetes Australia-NSW) has been working hard for over 70 years to provide vital support to the largest diabetes member base in the country. As a 60 per cent self-funded charity, Australian Diabetes Council rely heavily on the support of their members and supporters to continue to provide emotional and
practical support to all Australians affected
by diabetes.
Challenge
In addition to the global health challenge, the Australian NFP market presented an enormous competitive set – a large number of which are operating within the highly politicised and fragmented health sector. To become distinctive and engaging amongst such a sophisticated set, Australian Diabetes Council needed to adopt a more consumer-facing role to be considered a competitor for the donor dollar.
Strategy
To respond to these challenges the strategy recommended a name change
to reflect the charity’s credibility and purpose – from the bureaucratic and geographically confusing, Diabetes Australia–NSW, to Australian
Diabetes Council.
The new brand mark expresses unity, community and the progressive nature of Australian Diabetes Council. The kaleidoscope of shapes represents the diversity of the diabetes community and the wide range of education and advocacy products and services Australian Diabetes Council provides.
To respond to the members’ desires to obtain control and independence – the brand promise of ‘an everyday mentor’ was developed to cultivate a more symbiotic, reciprocal relationship. This positioning prompted the development of the tagline “a shared voice for diabetes” which provides a platform for advocacy programs and a greater sense of community.
Result
Australian Diabetes Council successfully launched the new brand during national Diabetes Awareness Week 2010. Initial internal and external feedback has been overwhelmingly positive with the new brand identity providing the platform
for a more cohesive team internally, and a much clearer and consistent message
for members.
