Voice 2 Diabetes

Over 240 million people worldwide have undiagnosed Type 2 diabetes — not because tests don't exist, but because the barriers to accessing them do. Klick Health's Voice 2 Diabetes reframes the screening problem entirely: instead of bringing patients to testing infrastructure, it embeds the test in something everyone already has — a voice. The campaign is built on peer-reviewed research from Klick Labs, published in Mayo Clinic Proceedings: Digital Health, demonstrating that 6-10 seconds of voice analysis combined with basic health data detects Type 2 diabetes with 86-89% accuracy across 18,000+ recordings. The creative and communications work around the research is almost secondary to the research itself — which is the point. By publishing in a credible medical journal before launching a campaign, Klick Health built scientific legitimacy that no health brand ad could manufacture. The strategic insight is a reframe of the access problem: traditional diabetes screening requires clinical settings, equipment, and appointments. This requires nothing but a phone. What makes Voice 2 Diabetes significant beyond its immediate application is the precedent it sets for health communications — the idea that the most powerful campaign a health brand can run isn't a message about a product, but proof of a breakthrough. The work took home a Clio Grand Prix in 2025, validating an approach that blurred the line between R&D and advertising entirely.