Winner
Show Type 2 Diabetes the Red Card
Summary of work
Type 2 diabetes (T2D) is a rapidly escalating global health emergency, threatening over half a billion adults globally. This is an urgent health crisis demanding bold action. Working in close partnership with Merck Healthcare KGaA, Porter Novelli developed and delivered “Show Type 2 Diabetes the Red Card”, a dynamic, sports-themed campaign designed to drive earlier detection and prevention of T2D. Launched in August 2023 and now in its third year, the campaign has thrived on global to local collaboration, including the co-creation of toolkits, rapid sharing of insights and close partnership with Merck’s affiliate network. Leveraging World Diabetes Day as a hook for launch, Merck in-market teams activated continual, tailored outreach in their countries, using fresh survey data and locally adapted campaign assets. Covering nearly 20 markets and encompassing over a dozen languages, Show Type 2 Diabetes the Red Card has driven over 1 million visitors to Merck’s campaign website and online symptom risk checker. It has also obtained a reach of over 21.5M globally through traditional and social media. The Red Card movement continues to unite Merck colleagues, HCPs, and the public, demonstrating real-world impact, globally to locally, in the fight against T2D.
Judges’ comments
“Show Type 2 Diabetes the Red Card” was a powerful, unifying campaign that blended creativity, cultural insight, and measurable health impact. It demonstrated how a global idea can become a local movement driving awareness, behaviour change, and collaboration across continents. The evolution over multiple years, backed by solid data and ongoing learning, made this one of the strongest examples of sustained global-to-local connectivity and value.
