





CAMPAIGN AIMED AT A) THE GENERAL PUBLIC AND B) DIABETICS, FOCUSED ON KIDNEY PROTECTION FROM DIABETES
The central message of the campaign was: “Diabetes threatens the kidneys. Block its path.” It featured both a verbal and visual concept designed to capture attention, though these elements unfortunately cannot be directly translated into English. The last syllable of the Greek word for "kidneys" (NEFRA) and the first syllable of the Greek word for "block" (FRAXTE) are the same: "FRA." Additionally, we used the Greek letter Φ (F) to form the shape of two kidneys within its curves.
The campaign included a variety of elements, such as a TV commercial, radio spot, classified advertisements, posters, a leaflet for diabetics, a leaflet for the general public, a press conference held by the Hellenic Society of Nephrology board, articles published in the media, and an information van that traveled to various cities across the country.
To further enhance the visibility of the campaign, we constructed a controlled-access bar, dramatizing its central visual theme. This bar was set up at information points by the crew traveling with the van. Employees of the company that funded the project also participated in a similar campaign.