The Coruña Foot and Ankle Institute needed a campaign highlighting the importance of foot care, especially for those with diabetes. Characters were created to help convey the concepts in a more approachable way: Dr. Tiil and Toto Tudlo.
The institute is based in Bacolod, Philippines and utilized local terms in the campaign as well. Tiil means "feet" and Toto Tudlo means "little boy toe" in Hiligaynon, spoken by most of the clinic's patients.
A social media campaign was then created using the characters to help disseminate important tips and trivia about foot care and diabetic foot issues.
The campaign involved created 24 different social media posts, which included 74 social media cards, and over 250 unique icons and illustrations.
