Using a clip of Alan Partridge to create a funny online campaign, Diabetes UK managed to persuade health minister Dan Poulter to stop fining people with diabetes for claiming free prescriptions. The campaign was created by the in-house team at Diabetes UK in just 30 hours.
On launch day, the video was viewed more than 1,000 times, the Facebook post reached 40,000 people and the tweet was viewed 8,300 times. Celebrities ranging from actor Roger Moore to comedian Joe Pasquale lent their support to the initiative. The campaign achieved its goal of persuading the Government to change its rules.
"Simple, fun and shareable"
Steve Strickland, M&C Saatchi PR
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