The Lilly Diabetes Solution Center
Conquering Diabetes in the African American Community
The American Diabetes Association estimates that over 30 million Americans are affected by diabetes and is the seventh leading cause of death in the United States. In the African American population, studies have shown that they are disproportionately affected by diabetes in comparison to the general population. Each month, the Lilly Diabetes Solution Center assists to up to 20,000 individuals with their ability to afford insulin. In 2021, The Anchor Group was tasked with launching a campaign to reach more African Americans who could benefit from this resource and improve knowledge of diabetes solutions.
Pharmaceutical companies are often depicted as having a “profit first” approach. Anchor worked to mitigate that perspective by highlighting Lilly’s societal contributions and assisting with building relations between the company and African American organizations. With Anchor’s partnership, representatives from Lilly were invited to conferences, special events, and other culturally relevant activities to improve awareness of the company’s services and build rapport.
National Media Outreach
Anchor launched a 13-week media outreach campaign that consisted of social media posts, faith-based community outreach, and media facilitated national ad buys. Black-owned media companies were also key partners in delivering information about the Lilly Diabetes Solutions Center to African American populations. Anchor also worked alongside Lilly’s government affairs team to educate state legislators from targeted markets of the services they provide.