KVI Brave Fund - Voice 2 Diabetes
KVI Brave Fund and Klick Health sought to address the global challenge of undiagnosed Type 2 diabetes. They needed to develop and showcase an innovative, accessible screening method that could overcome traditional barriers, aiming to empower individuals and healthcare systems with early detection capabilities.
Creative Idea
AI analyzed voice patterns to detect Type 2 diabetes, making diagnosis as simple as speaking.
Klick Labs pioneered an AI-driven voice technology that detects Type 2 diabetes from a few spoken sentences, making early, non-invasive screening accessible via smartphones and potentially identifying millions unaware of their condition.
Creative Strategy Deconstructed
Company
Klick Labs leveraged its deep scientific expertise in AI and health data to develop a novel diagnostic tool.
Category
The healthcare category typically relies on invasive, time-consuming, and costly diagnostic tests for diabetes, creating significant access barriers.
Customer
People needed an accessible, non-invasive, and early screening method for Type 2 diabetes, a condition often undiagnosed due to current barriers.
Culture
The increasing public acceptance of AI in healthcare and the urgent global need for accessible preventative health solutions provided fertile ground.
Company
Klick Labs leveraged its deep scientific expertise in AI and health data to develop a novel diagnostic tool.
Category
The healthcare category typically relies on invasive, time-consuming, and costly diagnostic tests for diabetes, creating significant access barriers.
Strategy:
Empower individuals with accessible, early diagnostic tools to democratize health screening and improve global health outcomes.
Customer
People needed an accessible, non-invasive, and early screening method for Type 2 diabetes, a condition often undiagnosed due to current barriers.
Culture
The increasing public acceptance of AI in healthcare and the urgent global need for accessible preventative health solutions provided fertile ground.
Strategy:
Empower individuals with accessible, early diagnostic tools to democratize health screening and improve global health outcomes.
Results
The Voice 2 Diabetes technology achieved 89% accuracy for women and 86% for men in detecting Type 2 diabetes. The campaign generated over 4 billion earned press impressions globally across 65+ countries. The tool was approved by Health Canada as a Class 1 Software as a Medical Device. Won the Innovation Grand Prix at Cannes Lions 2024.
4B+
earned press impressions
89%
detection accuracy (women)
65+
countries covered
Strategy Technique
Build an Utility, Not an Ad
Klick Labs created a functional AI model for diabetes detection, not just promoting a concept. The research itself serves as the core "utility" that offers a new screening method.
Explore Technique
Creative Technique
Cutting-edge Tech
The campaign centers on Klick Labs' groundbreaking AI that uses voice samples to detect Type 2 diabetes. This showcases a truly innovative, accessible diagnostic tool.
Explore Technique
Craft Breakdown
Voice 2 Diabetes stands out through its pioneering digital craft - building a functional AI diagnostic tool from voice analysis research - and sharp copywriting that distills complex science into an accessible, memorable name and message.
Klick Labs built an AI model trained on 18,000+ voice recordings that detects Type 2 diabetes from just 6-10 seconds of speech with up to 89% accuracy. The technology was approved by Health Canada as a Class 1 Software as a Medical Device - a genuine functional product, not a prototype.
The name "Voice 2 Diabetes" is a masterclass in compression - it communicates the entire concept in three words. The campaign language consistently translates complex AI and medical science into clear, human terms that make the innovation feel accessible rather than intimidating.
The underlying machine learning pipeline analyzes 14 acoustic features from voice samples, cross-referenced with basic health data. The smartphone-first approach ensures accessibility in regions like rural India where traditional diagnostic infrastructure is scarce.
The case study effectively visualizes the scale of the diabetes crisis and the AI detection process, making abstract data points tangible through clear infographics and process diagrams that build credibility for the innovation.
Digital craft and copywriting work in tandem - the AI tool is the innovation, but the "Voice 2 Diabetes" framing makes it culturally resonant and media-friendly, driving 4 billion earned impressions.
