A part of 
Client:
Svenska Diabetesförbundet
Services:
Magazine
Podcast
Editorial
More satisfied members and more media light on diabetes
Challenge
Svenska Diabetesförbundet (The Swedish Diabetes Association) needed a more modern member magazine, including a content strategy for digital, social and earned channels. All with the aim of making existing members more satisfied, and to recruit new ones. The target audience is people of all ages with some type of diabetes, and their loved ones. About 500,000 people have diabetes in Sweden. The most common diabetes is type 2, but over 50,000 Swedes suffers from type 1.
Solution
Splay One developed a new content structure, new design and a new name for the magazine: Allt om Diabetes. There is no cure for diabetes yet, but Allt om Diabetes is certainly a cure for all the fake facts and prejudices that surround the disease. It’s a reliable source of knowledge and inspiration for everyone affected by diabetes. Allt om Diabetes reports the research that is revolutionizing the world of diabetes and regularly conducts its own journalistic reviews of how people with diabetes are being treated. Food, exercise, diabetes assist dogs and technology that makes life easier are mixed with reports and portraits. People (many of whom are famous) speak out about swaying blood sugar, biggest fears and proudest moments. Allt om Diabetes’ content is also converted to PR activities and lobbying work, via the website, social channels, in TV programs and other media collaborations.
Circulation
20,000
Listeners
50K+
Listening time
100%
Satisfied members
90%
Positive comments in SoMe
99%
Results
Since Allt om Diabetes was launched, the members are more satisfied with their association, ranking the magazine as their most important source of information and 90 percent are rating it ”good” or ”very good”. The editorial content is today the hub for Svenska Diabetesförbundet’s communication work. New statistics, surveys and interviews from Allt om Diabetes have resulted in a major PR impact. A collaboration with the media house Aftonbladet led to Allt om Diabetes articles being read more than the news magazines own material during the campaign week! All activities have led to Swedes googling diabetes more and more, which in turn has increased traffic by several 100 percent to Svenska Diabetesförbundet’s website and social channels.
Diabeteslabbet - a podcast about diabetes research
In 2022, Svenska Diabetesförbundet and Splay One also launched a podcast about diabetes research: Diabeteslabbet. The podcast has received a very warm reception, with 99 percent positive comments on Spotify and in social media. Another nice result is that listeners listened to all episodes in their entirety. The podcast is also available as a vodcast on YouTube.
The format Diabeteslabbet has also been used at fairs and events, for example at a large seminar on the future of diabetes care in Riksdagen (The Swedish Parliament) on World Diabetes Day 2024.
