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Simple Steps

by Pegasus for Thornton & Ross

Summary of work

Simple Stepsis a disease awareness campaign launched by Thornton & Ross’ Flexitol brand in November 2018, in partnership with, to help support people with diabetes follow a simple, daily routine to manage the condition of their feet and prevent foot health complications that can arise as a result of diabetes.

We surveyed 1,000 people with diabetes to gather insights, which revealed that many were unaware of the need to follow a simple, daily routine. One in three respondents were unaware of the risks of developing diabetes-related foot complications, and only one in five confirmed they check their foot condition daily.1We therefore identified ’education’ and ’persuasion’ as key interventions required to change their behaviour.

Simple Steps provides a range of resources, which help people with diabetes take control of their foot health, including:

  • A simple, daily foot care routine
  • Information on when & how often to visit healthcare professionals
  • An educational foot care article authored by specialist, Donna Welch, Principal Podiatrist
  • A downloadable leaflet with information about caring for feet
  • A video highlighting diabetic foot risks.

1Results from an attitudinal survey of 1,000 people with diabetes, May 2018. Conducted by 3GEM Research & Insights alongside Thornton & Ross.

Judges' comments

Pegasus and Thornton & Ross delivered a programme which showed how the effective use of insight amongst a clearly defined target audience, and clear benchmarking, could lead to a demonstrable shift in behaviour.  The judges were impressed by its simplicity and clarity in execution.


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Category Sponsors

Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253