
NEPHROPLUS
DIABETES MATRIMONY CAMPAIGN
Social Media Designs
Performance Marketing
Diabetes Matrimony
Context:
Diabetes is often seen as an “old-person’s disease,” with ads and campaigns typically targeting middle-aged or elderly people, reinforcing this stereotype. However, young millennials aged 25 to 35 are increasingly at risk due to modern lifestyle choices. This age group is highly susceptible to pre-diabetes, but 59% of them are unaware of their condition.
At this stage in life, many young millennials are actively exploring marriage and are frequently exposed to matrimonial ads and platforms. This created a unique opportunity for a crossover campaign—meeting them where they are in life while raising awareness about a risk they didn’t know existed.
Task:
To break the stereotype of diabetes as an age-restricted issue and raise awareness among young millennials about their susceptibility. The campaign needed to capture their attention in a non-preachy, relatable manner and drive them to think about their health choices.
Challenges and Actions:
Challenge #1: Shifting perceptions in a saturated space.
Traditional diabetes campaigns rely on outdated imagery (older adults, middle-aged couples) and messaging that young millennials overlook. The challenge was to reframe the narrative in a way that resonated with their life stage.
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Action:
We reimagined diabetes awareness through humor and cultural relevance. By studying millennials' online behavior, lifestyle, and focus areas, we created posts that look like matrimonial ads to engage them. The #DiabetesMatrimony campaign was crafted to personify diabetes as an unwanted “match,” with playful matrimonial metaphors highlighting its indiscriminate nature.
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Challenge #2: Breaking through digital noise.
Millennials are inundated with digital content, making it challenging to stand out and spark meaningful conversations about health topics.
Action:
Strategic Placement: The ads were placed across various social media platforms, ones most commonly used by the target age group and on Google Display.
We used simple eye - catching images related to Indian weddings to capture attention, ultimately redirecting the viewer to informative blogs on the NephroPlus website.
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Results:
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Increased awareness of diabetes risk among young adults, reflected in engagement metrics.
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High impressions and interactions, coupled with strong engagement on social media platforms.
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The #DiabetesMatrimony campaign successfully bridged the gap between millennials’ current focus on marriage and the urgent need to address their health risks.
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