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Idaho Department of Health and Welfare

116 & West


Early in 2014, we developed the “Blood Drop” character to help educate people recently diagnosed with Type 2 Diabetes about Diabetes Self-Management Education (DSME) resources. At the time, we used Blood Drop in a television commercial and simple collateral. When we refreshed the DSME branding and art direction in 2016, we decided to keep Blood Drop, but create a new visual backdrop with bright, high-contrast colors and new fonts. This execution debuted in outdoor ads all over Idaho and print ads in medical publications. We also took the time to define Blood Drop’s character attributes in a new brand guide to ensure that future executions stay true to the character’s friendly, helpful nature.

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