Copywriting / Transcreation / Concept

The Paso del Norte Health Foundation and the El Paso Center for Diabetes needed to spark conversation around undiagnosed diabetes. It’s quite a serious, but the topic often feels too abstract or too heavy to talk about.

The challenge was to make the issue approachable without losing its urgency. After research and man-on-the-street interviews, we found the right entry point: Spot. A simple animated character who embodied warning signs in a way that felt human and easy to stomach.

Spot became the face of the campaign, guiding people to an online risk test and opening the door to conversations that had not been happening. In the first month, nearly a thousand people took the test, and more importantly, the conversation had finally started.