Baltimore Ad Agency TBC Earns Global Recognition for ADA Campaign

Baltimore-based creative agency TBC today announced its national brand campaign “We Fight” created for the American Diabetes Association (ADA) is the recipient of a Gold Anthem Award in the Non-Profit Campaign - Health category, and Bronze Anthem Community Voice Award in Best Brand Campaign - Health category in The 3rd Annual Anthem Awards. The Anthem Awards was launched by The Webby Awards in 2021 to recognize social impact work across the globe.

When the ADA chose TBC as their agency of record, there was an urgent need for the two to collaborate and develop a distinctive brand campaign focused on a nationwide health crisis: diabetes. In the last two decades, the number of American adults diagnosed with diabetes has more than doubled. Medical costs for people with diabetes are more than twice as high as for people who don’t have diabetes. And perhaps most shocking of all, 1 in 5 people living with diabetes don’t know they have it, and 80 percent of US adults with its precursor prediabetes don’t know they have it.

With the lack of awareness tied to this chronic condition at an all-time high, the “We Fight” campaign launched in September 2023 to educate consumers, position the ADA as the leader in the fight against diabetes and to rally all Americans to join the cause of ending diabetes for good. The impact of “We Fight” was immediate: within only four weeks post-launch, ADA website engagement increased by 67 percent and donations increased by 25 percent.

“Creating resonance in a landscape of worthy causes was a significant challenge that TBC was eager to tackle,” says TBC President Nichole Baccala Ward. “With nearly 1 in 2 Americans impacted by this growing epidemic, diabetes truly affects us all. I am incredibly proud of our partnership with the American Diabetes Association and that our work is helping spark meaningful connections, community awareness and action across the country."

“Too many people are suffering for diabetes to remain a silent epidemic,” adds TBC’s SVP and Creative Director Jason Middleton. “TBC listened to the needs of the diabetes community and united them with the American Diabetes Association in a bold and passionate collective fight.”

This year’s Anthem Award Winners were selected from a pool of more than 2,000 submissions from 44 countries by the International Academy of Digital Arts and Sciences (IADAS). Anthem judges are intellectually diverse leaders from across the impact industry with expertise that spans across the Anthem cause areas. By amplifying the voices that spark global change, the Anthem Awards are defining a new benchmark for impactful work that inspires others to take action in their communities. A portion of program revenue is allocated to the Anthem Award’s grant program, The Anthem Fund. This year the Anthem Fund partnered with Billion Oyster Project to support their work to restore and conserve New York’s waterways.

TBC is proudly celebrating its 50th anniversary in 2024. For more information about the agency, visit tbc.us.