The Lilly Diabetes Solution Center

Client: Lilly

2021

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.

Building Connections

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.

Results

  • Reached 16+ million among 23 segmented markets in the BIPOC community
  • Secured invites for Lilly representatives to speak at 10 events, including those hosted by the NAACP and the National Caucus of Black State Legislators¬†
  • Successful launch of a 13-week campaign that included adverts on social media platforms such as Facebook, Instagram, Twitter, and YouTube
  • Articles in 31 Black newspapers across the nation, as well as successful production of press releases and TV/radio spots with: BET, Radio One, and TVOne

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