As a Columbus web design firm, we love guerrilla marketing, and if you like surprises (which is what guerrilla marketing is all about), this is worth your 2 minutes.

Not all great marketing is done in the United States. This one, for diabetes awareness, was done in the UK. And we couldn't think of a better way to get people tested for their risk of diabetes. A shoe store was set up on a busy pedestrian street in London. While the shoe store only displayed one shoe for each different show style (as most shoe stores do) what made this store different, was the shoes were owned by other people (who, granted, no longer needed them), because their legs was amputated. Because of diabetes.

Each shoe had the name and age of the previous owner (some as young as 20). And the "sales people" shared the stories of the people who lost their leg to this manageable disease.

When the shock of looking at shoes from people whose legs had been amputated had worn off, the "sales people" suggested the "customers" go upstairs to be checked for diabetes. For free.

It's an amazing, and amazingly well done, effort to bring awareness to people to stop putting off a simple test that could save their leg. Or their life.

Can you imagine if you were in that scenario (of the shoe store) how uncomfortable it might be? Imagine how uncomfortable it might be if you had to have your leg amputated? But sometimes, being uncomfortable is just what it takes for you to do something good for yourself.

Enjoy.