AstraZeneca lab’s initiative conveyed a key but infrequent message in several cities around Argentina, for instance, Mendoza. The event seized the opportunity to attract all those who were visiting public areas and shopping malls, such as Palmares Open Mall.
At every point of contact, participants learned about the concept behind the #másqueglucosa initiative and were given health-care recommendations to deal with diabetes. They could even take these messages along with them once the experience was over: visitors were given a brochure inviting them to look “through” their heart, to share what makes them good, as well as a sugar-free lollipop, with a message hidden in the wooden stick, which could only be found after eating the candy.
