Sun Pharma has launched an eye-opening awareness push about a common—and commonly overlooked—complication of diabetes.
The “#SeeBeyondSugar” campaign, which began rolling out amid Nov. 14’s World Diabetes Day, is aimed at boosting education around and screening for diabetic retinopathy (DR), a condition that’s preventable with early detection and regular check-ups, but can lead to irreversible blindness if left untreated.
The campaign is targeting Sun’s home country of India, where an estimated 12.5% of the more than 100 million people living with diabetes have DR, and nearly 4% have vision-threatening DR, according to data cited in a company release (PDF).
The awareness push will comprise digital, social media, over-the-top and connected TV ads, all encouraging people with diabetes to expand their focus beyond controlling blood sugar to include the early detection of health complications like DR, too.
Meanwhile, Sun also plans to host “on-ground activations” and set up around 300 “screening camps” in 28 cities across India, where people can undergo screening for DR using an artificial intelligence-powered portable fundus imaging device.
“Diabetic Retinopathy is one of the serious complications faced by people living with diabetes, yet awareness about this condition remains alarmingly low. As a leader in diabetes care, we believe it is our responsibility to raise awareness about this disease,” Kirti Ganorkar, managing director at the drugmaker, said in the announcement.
“Through the #SeeBeyondSugar campaign, our objective is to reframe the conversation by reminding patients and caregivers that diabetes management extends beyond blood sugar control and to promote early detection that can help save vision and transform lives,” Ganorkar added.
Sun developed the campaign alongside Ogilvy’s Mumbai office.
A short film available in nine languages is narrated by a young woman whose mother has diabetes but often neglects her own health to take care of her daughter, who is blind.
The daughter, therefore, takes the initiative to set a doctor’s appointment for her mother, explaining the risk of DR and how it can be prevented with annual eye check-ups.
“Maa has made me capable enough to take care of myself. Today, she knows that I can take care of her, too,” she concludes, over a clip of the pair embracing after the appointment.
“With this film, we wanted to show the human side of diabetes and how it touches lives beyond medicine,” Anurag Agnihotri, chief creative officer at Ogilvy India (West), said in a statement. “Through the story of a visually challenged daughter and her mother, we’ve captured quiet strength and love. It’s a reminder that a yearly eye check-up can save more than vision and protect the moments that make life meaningful and help them #SeeBeyondSugar.”