Case Study: Engaging Millions via Social Media to Fight Diabetes
The American Diabetes Association is the country’s leading nonprofit organization working to prevent and cure diabetes through critical patient support, education and research. In 2016, they sought to drive awareness and support around a staggering fact: a new diabetes diagnosis occurs in the United States every 23 seconds.
The resulting campaign, The Diabetes Dance Dare, leveraged celebrity endorsers, advocates and existing ADA channels to create a groundswell of support on social media. Phil & Co. led campaign creative and website development, emphasizing the urgency of the issue and challenging target audiences to spread the word by recording and sharing their own 23-second dance videos.
In order to engage audiences in a simple, fun and shareable way, our campaign and website focused on a clear challenge to take the “Dare” and:
- Record a video of themselves dancing for 23 seconds
- “Dare” three people in their social network to do the same, using the #DiabetesDanceDare hashtag.
- Donate, spread the word and drive traffic to diabetesdancedare.org
social media impressions
Phil & Co. launched the campaign in coordination with Entertain Impact. High-profile influencers and entertainers including Shaquille O’Neal, Usher and Lance Bass were among the early participants. These celebrities shared dancing videos and tagged the ADA or linked to the donation portal. The campaign drew further exposure and major media attention from the participation of subsequent influencers including Kelly Clarkson, Camila Cabello of Fifth Harmony, Noah Schnapp of Stranger Things, Omari Hardwick and the cast of NBC’s Chicago Fire.