Diabetic foot ulcers are a serious and often overlooked complication of diabetes. Urgo Medical wanted to change that and raise awareness, encourage earlier intervention and reinforce its role in improving standards of care. We helped to develop the Save Feet Save Lives campaign with a clear mission to do just that.

Our role was to turn that mission into a campaign people could not ignore. The challenge was not only to raise awareness and to inform, but to make the consequences feel real, urgent and impossible to brush past. At the same time, the campaign needed to position Urgo Medical as the healthcare partner in prevention, diagnosis, referral and treatment.

We knew that when the issue is this serious, polite communication tends to fail in moving people. We built the campaign around a simple truth: most people do not act on what they cannot see. So we made the risk visible.

The Save Feet Save Lives platform centred on prevention, early diagnosis and appropriate care, with educational content for both patients and healthcare professionals. Underpinning this was a creative expression that was developed, designed to be strong enough to stop people in their tracks and move them from passive awareness to action.

We then launched an integrated, multi-channel campaign combining bold, high-impact design with emotional video storytelling. A striking and deliberately unsubtle foot-led visual device gave the campaign immediate cut-through. Alongside this, hard-hitting film content brought the human reality of diabetic foot ulcers to the surface, helping raise awareness and impress the understanding that this was not just a niche clinical issue, but a rather life-changing one that occurs more often that people might think, all around the world.

We activated the campaign across a variety of channels selected to reach both key audiences effectively, from public-facing awareness touchpoints through to healthcare-focused environments and digital. This ensured the message could do two jobs at once: drive broader understanding of the risk, while also equipping visitors to the platform with the guidance and urgency needed to identify, refer and respond sooner.

At the centre of the ecosystem sat the campaign hub, designed as a practical destination that gave patients and healthcare professionals access to educational resources, prevention guidance and next-step information, reinforcing Urgo Medical’s wider role in supporting earlier intervention and better outcomes.

More than a simple awareness campaign, Save Feet Save Lives turned awareness into action. It gave Urgo Medical a joined-up platform to educate audiences, encourage earlier intervention and strengthen its role in improving care, successfully changing behaviour in doing so.