Medicare announced a major change in the delivery policy for the millions of diabetes patients receiving blood sugar test strips in the mail.

Abbott needed a tactical campaign to drive traffic to their call center for details about the policy change. It was also important for Abbott to develop creative to protect and maintain brand loyalty.

I developed DRTV and print focusing on the Medicare message as well as TV and print with a brand message of empowerment and support focused on healthy choices.  Print and TV ran concurrently.

TV

DRTV

Print

CLIENT: Abbott Diabetes Care

PROJECT: Branded DR campaign

ROLE: Creative Director | Designer

RESPONSIBILITIES:

• Created a wide range of ideas/designs to ensure the creative execution supported the brand strategy

• Partnered with copywriter to develop ideas that were on-brief and on-strategy

• Directed and managed the development and execution of all creative assets including video, digital, print

• Hands-on design