Toronto-based Grey Canada has launched a campaign in support of national Diabetes Awareness Month and, more specifically, the Canadian Diabetes Association’s efforts to increase awareness of the disease among Canadians aged 18-30.

The deliberately amusing ‘Think Diabetes Can’t Affect You Because You’re Young?’ initiative aims to overcome the misconception that only codgers need to worry about the disease. To highlight typical symptoms and encourage the target demographic to seek medical advice if appropriate, a microsite contains speed dating vignettes, each illustrating a particular symptom of diabetes.

The online and poster elements of Grey’s pro bono campaign all drive consumers to www.GetSerious.ca where, in addition to the vignettes, visitors can learn about the realities of living with the disease, particularly in social settings. The microsite will remain live until the end of the year. Segments of the speed dating vignettes can also be seen on YouTube at http://www.youtube.com/watch?v=qVuSAnDEyPw.

About 300 posters have been placed in universities, colleges, nightclubs and bars in Vancouver, Edmonton, Winnipeg, Toronto and Halifax. Media buys were handled in-house by the Canadian Diabetes Association.