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Scott McKay is a Toronto strategist, writer, creative director, patient manager, half-baked photographer and forcibly retired playwright.

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    Wednesday
    Mar312010

    LifeScan "Making a Difference" campaign

    the challenge: to follow up the "Inspirations" campaign by demonstrating that people with type 1 diabetes can live an ordinary life with having extraordinary goals – and to continue making LifeScan a standout in the blood glucose meter category

    the creative strategy: highlight the story of C.D. Jones, a police officer living with diabetes whose condition does not impair his ability to serve

    the execution: :60 DRTV, DM, FSIs and online banners drove Canadians to phone, or to a landing page where they could continue to watch C.D. talk about his experiences, and immediately order their meter, all on one page

    the result: in an environment of bad economic news, the campaign exceeded targets and grew LifeScan's market share while the rest of category dropped by an average of 20%

    the team: Ian Martin (AD), Jinnean Barnard (co-CW), Scott McKay (co-CW and co-CD), Andy Montague (co-CD) at MacLaren MRM

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