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Abbott

Above the Bias

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Background 

Abbott Laboratories launched ‘Above the Bias’, a global multi-year initiative aimed at exposing the negative stigma that people with diabetes face everyday. Cinema was chosen as a premium environment for Abbott to show it’s highly emotive 80” copy, in the aim to evoke a strong impact, and ultimately lead to positive change.

Plan

Abbott bought the Gold Spot in James Gunn’s Superman, one of the summer’s biggest releases, in order to maximise potential reach. By accessing the Gold Spot, Abbott ran the creative when anticipation and attention is at its highest pre-film, unlocking the benefits of heightened attention.

Results

The campaign succeeded in delivering a lasting emotive impact that resulted in aiding positive change.

90%

of those exposed in cinema claimed to have a better understanding of the challenges faced by those with diabetes.
+48%

uplift in communications between friends/ family about the video content
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