The hispanic and black community suffers with diabetic nerve pain in far greater numbers than anyone else in this country, yet they are the least likely to be diagnosed. The American Diabetes Association and Pfizer set out to raise awareness of this painful condition, encouraging these patients to speak up . In order to reach them, we set out to find a voice of reason, one that is trusted and adored.
Cedric the Entertainer was just the guy to motivate this demographic to stop suffering in silence.
In this national TV spot, Cedric the Entertainer calls for sufferers to do something about their diabetic nerve pain and Step On Up. His anthemic plea was brought to life by director Spike Lee.
The spot helped boost traffic to the Diabetes Pain Help website by 107%, driving traffic to the campaign microsite, StepOnUp.com.
While visiting StepOnUp.com, sufferers are encouraged to fill out an easy-to-understand pain assessment. Once completed, they can send the recap of the questionnaire to their doctor, share it with their loved ones or save it for later.
This illustrative web video welcomes those who have made the first move and have gone to StepOnUp.com. In this clip Cedric gives an easy-to-follow overview of the condition and instructs users on how to complete the questionnaire on the site so that they can complete their mission to Step On Up and get relief.
A behind the scenes look at the creation of the Step On Up campaign. Spike Lee and Cedric the Entertainer have a one on one about why this cause is so important to them and how we have to spread the word about diabetic nerve pain in black and Hispanic communities. This video captures Cedric and Spike's personal connection to the project, highlighting the thought and effort behind the Step On Up movement.
