Goals and objectives
Citizens of Croatia do not respond well to preventive examinations, which became especially apparent during the pandemic.
Client Novo Nordisk Croatia wanted to achieve a better response of citizens to preventive and routine examinations for Type 2 diabetes and inform and make citizens aware of the dangers, risks, and complications of this disease. Based on all known facts, including that it is difficult to encourage preventive examinations using conventional means of communication, we proposed a native advertising campaign – LikeYou2 – which transformed current communication to the public.
To motivate as many citizens as possible to respond to preventive and routine examinations for Type 2 diabetes, we gathered more than twenty renowned and relevant experts – internists, diabetologists, endocrinologists, the director and doctors of the Vuk Vrhovac University Clinic for Diabetes and Endocrinology, nutritionists – who through relevant native content introduced important topics related to Type 2 diabetes. Due to the extreme importance of early detection of Type 2 diabetes and the campaign aimed at inviting all citizens of Zagreb to respond to preventive and routine examinations for Type 2 diabetes, the LikeYou2 project was recognized and supported by the Croatian Ministry of Health, the Teaching Institute for Public Health “Andrija Štampar”, as well as the Croatian Post.
To inform and educate citizens on the importance of preventive examinations, and, most importantly, motivate them to go for preventive and control examinations, we designed, produced, and created a human-centred, omnichannel national public health campaign – LikeYou2.