| We’ve always believed and taken diabetes prevention to where people live learn and work. With mDiabetes, we took a step further and met people where they increasingly spending more time – on social media.
As more people in rural communities spend time on social media, we saw an opportunity to take our proven mDiabetes prevention tool to the masses.
In 2025, with support from Dalio philanthropies / Endless Network, we ran a digital social media campaign to recruit rural Indians into mDiabetes. We used short, simple, easy-to-watch digital content in the form of 30-second videos and static creatives, to reach people across eight Hindi-speaking Indian states and bring them into the mDiabetes platform.
The results have been exciting. We have used modern digital technology to onboard more than 40,000 rural Indians onto mDiabetes.
The learning from the campaign was just as important. We began with YouTube, but quickly found that Instagram and Facebook were performing better for the audience. So we moved to Facebook and Instagram. We also found that personal videos from frontline village influencers performed the best. Thus we were able to adapt in real time and invest in the platforms that were helping us scale.
This campaign was powered by strong collaborations. A few Anaxee frontline workers brought authenticity to the campaign as local influencers. The Media Mantra team managed digital spends, and V. Ananthanarayanan from TechDivine played a key role in helping us navigate the technology and digital challenges along the way. Our Arogya team including Srabani Banerjee, Smriti Pahwa, Kshema Kurup, Sajal Umalkar, and Varun Ramesan worked very hard to make this project happen.
The videos and assets are now available. And the team’s capacity has been built. We are now therefore poised to scale up using videos posted on social media channels to recruit rural Indians and get them to sign up for mDiabetes. |
