Short List
Product / ServiceDIABETEST
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Advertising Agency DENTSU INDONESIA Jakarta, INDONESIA


Name Company Position
Keat Soh Dentsu Indonesia Executive Creative Director
Dafi Alfadila Dentsu Indonesia Art Director
Jovita Damiani Dentsu Indonesia Art Director
Keat Soh Dentsu Indonesia Copywriter
Marina Silitonga Dentsu Indonesia Agency Producer
Iman Waskito Dentsu Indonesia Editor
Iman Waskito Dentsu Indonesia Director Of Photography

The Brief

In 2014, 70% of Indonesians didn't know they have diabetes. The majority were women. A lot of them said they were still young. A lot of them said they were afraid of needles used in blood tests. A lot of them also said that blood tests were expensive. With DiabeTest, Indonesians now have access to early detection, which in turn helps them to seek treatment before it is too late. DiabeTest is already released to the public. Further development is underway to perfect the product and increase production capacity.

This campaign has achieved the following outcomes: Human Impact Previously, Indonesians had to undergo blood tests to know if they may have diabetes. Now there exists a cheap, painless and instant way of finding out if medical attention is required immediately. Industry Impact Previously, one had to visit medical practitioners and health screening laboratories to find out if one had diabetes. Now there exists a cheaper and faster way to detect the possibility. Brand Impact Topli Tissues did not do any advertising before DiabeTest. Now it is recognized for being a forward-thinking Indonesian brand that promotes wellness, not by talking about it, but by actually doing something useful for the public.

We wanted DiabeTest to be easily available to everyone, especially women. A test kit for diabetes in the form of tissue paper made perfect sense - especially since Indonesians (and Indonesian women) are one the biggest consumers of tissue paper in the world. As far as we know, no one has used tissue paper to test for diabetes. The technology isn't complicated. To turn an ordinary piece of tissue paper into a diagnostic test kit for diabetes, all you need is glucose oxidase. Once applied to tissue paper, one only needs to keep it sterile inside a plastic wrapper to protect its efficacy. The next stage of development for DiabeTest is underway. A key priority is to increase the means of production in factory operations. Additional investment in improving sterility in packing conditions have already been made. No seed capital is necessary as the increased cost of production is not prohibitive.