In the week of World Diabetes Day – Consider the importance of brand in tackling a looming health crisis.
- 18 November 2010
- IN DISCUSSIONE
- Branding, Print Communications
“We may live in the lucky country with an idyllic lifestyle but, with diabetes, we face a national epidemic that carries the same sort of threat to our health as climate change does for the environment.”
Nicola Stokes, CEO of the newly renamed Australian Diabetes Council.
One Australian is diagnosed with type 2 diabetes every
7 minutes and by 2015 it is predicted that 4.6 million of us will live with this chronic disease. That’s more than the entire population of Sydney. Even more alarming, for every one who has been diagnosed with diabetes, another has it but doesn’t know it yet.
Despite the clear and present danger inherent in
these staggering figures, diabetes remains widely misunderstood.
For over 70 years, Australian Diabetes Council has worked hard to provide vital support for people living with, or at risk of, diabetes and has always listened to its members, staff and stakeholders in achieving this goal. In 2010, the collective voice of members and stakeholders rang loud and true that Australian Diabetes Council needed a change in governance and brand to better reflect the direction and services it provides. It’s an issue that saw Nicola Stokes, CEO Australian Diabetes Council begin a pitch process to rebrand and rename the oldest diabetes charity in the country.
“While our members and stakeholders overwhelmingly support the work we do, they also noted they found the name Diabetes Australia-NSW confusing and not an accurate status as a charity that gave them a single point of access to information and support services.”
Brand and design agency Doppio won the three-way competitive pitch to rebrand and reposition Diabetes Australia – NSW in the charity market space. Having worked recently on brand strategy and creative for
Special Olympics Australia and Cure Cancer Australia Foundation, Managing Director of Doppio, Melissa Bertolini and her team were aware of the challenges charities face and the importance strategic marketing
and great design play in helping such brands achieve
cut through.
“Our business is design. Our desire is to do good things with design – both in terms of the work we produce, and how this work may affect others in the community. Clarity of purpose is no longer a brand objective pursued only by the corporate world – the third sector needs to embrace it to drive engagement and support.”
“Our business is design. Our desire is to do good things with design”
Members, heath professionals and key stakeholders had the opportunity to participate in an open discussion around the charity, community perceptions and the disease in a broader sense. The organisation was perceived as governmental and outdated, not the vital, progressive and majority self-funded charity they
actually are.
This need for clarity of purpose led a brand reposition
and name change that immediately positioned this organisation as the diabetes authority in the health sector. The new name and brand now effectively support their core mission – to make a positive difference in the lives of people living with or at risk of diabetes.
“We are thrilled with where we have managed to take the charity in a very short space of time. Our proprietary Asset Building Process™ tools were fundamental in assisting us to not only develop, but coherently communicate the strategic and creative repositioning to board and executive leadership group,’’Bertolini said.
“Most people can manage their diabetes with the right support. This begins with the Australian Diabetes Council – strong, cut through branding and design plays a pivotal role in capturing attention and will be a crucial first step in helping combat this national epidemic.’’
To view more of our work and read about our strategy for Australian Diabetes Coucil, click here…
