The Certification Board for Diabetes Care and Education (CBDCE) wanted to better support its certified specialists by connecting them with the growing Type 2 diabetes population. Research showed that while most newly diagnosed individuals receive treatment, few receive meaningful education about managing their condition, leaving many feeling uncertain and overwhelmed. CBDCE needed a campaign that would raise awareness of the vital role Certified Diabetes Care and Education Specialists play in improving health outcomes and empowering people to take charge of their diabetes journey.
1423%
increase in traffic to the Living with Diabetes landing page
6299
New site users
10%+
click-through rates
Solution
Willow developed a data-informed, emotionally driven awareness campaign designed to connect with people living with Type 2 diabetes at a personal level. Through research, digital audits, and creative concepting, we identified education as the most powerful yet underutilized tool in diabetes management. Did you know just ten hours of learning with a certified specialist can reduce A1C levels by more than 70%?
Our campaign positioned CBDCE specialists as trusted guides, emphasizing empathy, partnership, and the life-changing impact of education. With strategic media planning and engaging creative assets across digital channels, the campaign delivered outstanding results: 1,423% increase in traffic to the Living with Diabetes landing page 6,299 new site users 10%+ click-through rates
By blending emotional storytelling with measurable outcomes, the campaign successfully elevated both awareness and appreciation of the vital role CBDCE-certified specialists play in improving lives.
