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Everyone is aware of diabetes, but few people understand how devastating the disease can be," explains Serve Founder, Gary Mueller on why his organization took such a provocative approach in their communications on this issue. "We believe people need a wake-up call on this issue. If we want people to change their unhealthy behaviors, they need to see this disease in a different light. We need to make people uncomfortable with their inaction. Focusing on educating people about the devastating consequences of diabetes is the best way to do that.

TITLE: "Caught" AGENCY: Serve Marketing CLIENT/PRODUCT: Diabetes CREATIVE DIRECTOR: Gary Mueller ART DIRECTOR: Rich Kohnke COPYWRITER: Jeff Ericksen DIRECTOR: Bob Purman PRODUCER: Terri Burmester EDITOR: John Elemendof, Wonder Wonder MUSIC/SOUND: Peter Batchelder, Independent Studios PRODUCTION COMPANY: True North