Finalist
Simple Steps
Summary of work
Simple Stepsis a disease awareness campaign launched by Thornton & Ross’ Flexitol brand in November 2018, in partnership with Diabetes.co.uk, 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.
