The Beneficial campaign was deemed positive and informative despite being less obviously focused on diabetes and lacking visual appeal.
Key Messages
This campaign was generally seen as positioning diabetes as a potential consequence of an unhealthy lifestyle. Overall, participants felt that the campaign’s link to diabetes was weak, as the focus both from a visual and a text perspective appeared to be more so on healthy lifestyle choices rather than on diabetes. Indeed, the message was deemed as mostly focused on the benefits of healthy eating and physical activity. This impression was reinforced by the generic headline, “Take a Step to a Better Life”, which was more prominently featured than the sub-headline
mentioning diabetes.
To draw attention to the campaign, one participant in Wendake suggested phrasing the heading as a question rather than a statement, to remind the reader to assess their own health situation in light of diabetes prevention. No specific suggestion was provided.
Nonetheless, after reading the materials from this campaign, participants generally concurred that the main message was that diabetes is a manageable disease if diagnosed and controlled by a healthy lifestyle. As such, many viewed the intended action as getting tested for diabetes.
While less impactful, the positive message appealed to many participants who were drawn to its focus on hope.
“This is more harm reduction than scare tactic.”
Mentioning the rate of diabetes within the Aboriginal population attracted some participants’ attention, despite lacking an explanation for the higher incidence.
Strengths and Weaknesses
This campaign was generally deemed visually unattractive and lacking originality (due to a familiar design), despite featuring colours familiar to First Nations people. It displayed what was described as a “tame” look, featuring dull colours, and communicated positive and subdued messages. Some participants, predominantly in the diabetic group, noted that the positive tone, particularly the phrase in the booklet “This is my life. I want to be diabetes free!”, offered false hope as it was understood that diabetes is not a condition that can be eliminated, despite being controllable. Nonetheless, the presence of individuals in images contributed to making the message more personable and relevant to First Nations people.
Comments specific to each component of this campaign were offered. The print ad was deemed informative despite being visually too busy. Some also felt it lacked sufficient contrast to be visible and attractive when printed in black and white. In general, both print and posters were thought to lack unifying elements.
Similarly, the poster was found to be visually unattractive by many, not carrying a unifying element, and appearing ‘scattered.’
“It looks sloppy, there’s too much going on yet nothing catches my eye. Something should jump out to me.”
Some, however, praised the poster for showing a variety of ages of individuals in the visuals, highlighting the fact that diabetes is not solely an affliction of the elderly.
The booklet was considered comprehensive and effective at introducing new and relevant information about diabetes.
Participants generally liked the interactive approach of the “Risk Factors 101” checklist, and
highlighted this element for offering new and relevant information.
Similarly, the “123s of Blood Tests”
and list of types of diabetes were elements that were deemed
informative. Despite praise for these elements, many wished the booklet contained a more thorough list of the symptoms of diabetes.
Some felt there was too much text, while others liked the variety of fonts and displays. The booklet format was deemed traditional-looking and featuring a culturally-relevant look appealing to some, but deemed
“boring” by others.
One participant in Wendake
suggested using numerical characters in the booklet instead of spelling out numbers for added simplicity.
A few participants in Fort William believed that the photographs were
“too posed” despite the individuals shown being relevant and strongly positioning the campaign at First Nations people.
The radio ad’s scenario and delivery were deemed unrealistic and amateur, presenting diabetes as a positive life
event rather than an illness to be taken seriously. The length of the advertisement was too long to hold participants’ attention until the end. The script was not deemed to be reflective of how Aboriginal people speak in their respective communities, but rather too
choreographed.
“It is too chirpy to be realistic. It sounded like an ad from the 1950’s or 1960’s.”
“Ça a l’air facile son affaire mais en réalité, le diabète, c’est loin d’être drôle.” (It looks easy for him, but in reality, diabetes is not funny.)
One participant in Wendake was reminded of what she described as “tacky” and “cheesy” Canadian Tire
television ads that feature the couple using multi-purpose household items. Another participant in Fort William thought it sounded like an advertisement for a dating service.
It was also mentioned in Wendake that traditional cooking can be unhealthy, especially in communities where some foods are deep fried. As such, any mention to traditional cooking should be more specific to avoid strengthening misperceptions.
While usage intentions were mixed regarding the magnets, the design of the magnets was deemed eye-caching due to the colours, the large font, and the variety of designs reflective of hand-written notes typically posted on a fridge. Some felt that the word ‘diabetes’ could be written in a larger font on the magnets. A few participants recommended using the magnets to communicate symptoms/warning signs more prominently. Some felt that the magnets would be a useful ‘icebreaker’ to begin speaking about diabetes with friends or family members, while others indicated that the presence of the magnets on their fridge may serve as a reminder to eat more healthily.
“I like the magnets, they would always remind you that you are what you eat and you should eat healthy when you open the fridge!”
Some suggested
Participants clearly believed that the target audience was generally “all First Nations people,” regardless of age group or background. A few participants questioned this fact, wondering why a campaign would be aimed specifically at the Aboriginal population given the prevalence of diabetes among the general population. Others felt that this attention on the Aboriginal population was a welcomed focus.
That being said, based solely on the accent heard in the radio ad, many participants in Fort William and Wendake felt that the campaign is targeted at First Nations people living “up north”, in remote and isolated communities. Those in Big Cove and Montreal Lake, however, did not express this, stating that the campaign was aimed at Aboriginal people more widely.
Beneficial Campaign
Summary of Strengths and Weaknesses
Strengths Weaknesses
• Positive tone / message
• Colours familiar to First Nations
• Informative
• Use of checklist / engaging
• Images of people makes it personable
• Rate of diabetes makes you think about it
• Dull colours
• Busy / too much text
• No unifying elements
• Familiar design / traditional approach
• Radio ad too long / unrealistic scenario / unnatural conversation
• Booklet too long / too much information
• Images are too ‘posed’
• Greater focus on general health rather than on diabetes
• Print component lacks contrast in black and white
• Traditional cooking perceived as unhealthy / fatty
• Overly positive tone offers false hope of becoming diabetes-free
Call to Action
Participants were asked what action, if any, they would take as a result of seeing this campaign. Many felt that they would not do anything as a result of seeing this campaign.
“If I saw it, I wouldn’t pay attention. It’s too regular, standard format. Something to ignore.”
Others felt that it would be useful information that they may pass on to others regarding the risk factors for diabetes and the importance of eating healthily.
“It would make me watch what I eat.”
Most, however, would be compelled to complete the “Risk Factors 101” checklist in the booklet and, as a result, would perhaps look through the brochure more closely.