Diabetes hijacks ads

 Problem:

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.Idea: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.

Results:

• 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

The campaign period was from October 24, 2024 to January 25, 2025.