Description

Problem:
By 2024, over 496,000 cases of type 2 diabetes were officially registered in Kazakhstan — with just as many likely undiagnosed. The symptoms (thirst, fatigue, weight changes) were subtle and often dismissed as everyday discomfort. People ignored them, just like they ignore everyday ads.

Idea:
We launched Symptommercials — ads that looked familiar but carried a warning. Symptoms of diabetes were disguised as selling points in ads for water, coffee, and fitness. These appeared across video, OOH, digital, product packaging — and even within stand-up sets and playlists where each track mirrored a symptom. Each touchpoint led to a website with a risk test and prevention advice.

Results:
• 10M+ total reach
• 13,108 new diagnoses of type 2 diabetes
• Ministry of Health aired the campaign in hospitals and public centers
• In 2025, free nationwide prediabetes screenings launched
The campaign period was from October 24, 2024 to January 25, 2025.

Credits

General Manager: Dmitriy Volkov
Business Development Director: Arthur Karabajak
Account Manager: Katya Berestovaya
Creative Director: Nail Muratov
Head of Strategy: Dmitriy Larionov
Group Head: Dariya Orazbayeva
Head Art Director: Yerkebulan Kaliyev
Art Director: Vladimir Niy
Designer: Baurzhan Darmenov
Motion Designer: Slava Ligay