Abbott explores stigma that sticks
The US health tech brand launches Above The Bias, a global initiative aiming to raise awareness about diabetes, with a moving film visualising the shame sufferers live with.
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Credits
powered by
- Agency VML/Chicago
- Production Company The Corner Shop
- Director Peter Thwaites
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Credits
powered by
- Agency VML/Chicago
- Production Company The Corner Shop
- Director Peter Thwaites
- Editing Work Editorial/London
- Post Production Preymaker
- Chief Creative Officer Melissa Routhier
- Executive Creative Director Mike Ackerman
- Creative Director Niki Condon
- Creative Director Mark Fulara
- Global Head of Production (HP) Greg Lotus
- Group Executive Producer Amy Turner
- Executive Music Producer Theresa Notartomaso
- Executive Producer Anna Hashmi
- Executive Producer Jay Shapiro
- Head of Production Mini Bhogal
- Executive Producer Tessa Mitchell
- Production Designer Ondrej Lipensky
- DP Marcel Zyskind
- Editor Bill Smedley
- Producer Victor Medina
Credits
powered by
- Agency VML/Chicago
- Production Company The Corner Shop
- Director Peter Thwaites
- Editing Work Editorial/London
- Post Production Preymaker
- Chief Creative Officer Melissa Routhier
- Executive Creative Director Mike Ackerman
- Creative Director Niki Condon
- Creative Director Mark Fulara
- Global Head of Production (HP) Greg Lotus
- Group Executive Producer Amy Turner
- Executive Music Producer Theresa Notartomaso
- Executive Producer Anna Hashmi
- Executive Producer Jay Shapiro
- Head of Production Mini Bhogal
- Executive Producer Tessa Mitchell
- Production Designer Ondrej Lipensky
- DP Marcel Zyskind
- Editor Bill Smedley
- Producer Victor Medina
Nearly 70 per cent of diabetics feel there is stigma associated with their condition. Almost 25 per cent have avoided sharing their diagnosis with family or friends out of embarrassment.
And – most worryingly – 40 percent have skipped or missed a doctor’s appointment due to shame or stigma.
These stats inform VML Chicago’s new campaign for Abbott and are taken from a survey of more than 2,600 people living with diabetes across eight countries, including the US.
Directed by Peter Thwaites, through The Corner Shop, the spot is the cornerstone of Abbott’s movement, ABOVE THE BIAS, which is revealing the common misconceptions about diabetes that seriously impact people living with the condition.
It depicts a man navigating his way through the uninformed comments and accidental slurs he faces on a daily basis, slurs that cling to him like sticky labels and, as they accumulate, weigh him down.
