CHARITY – Langland raises awareness of diabetes-related amputations with pop-up shoe store

Health advertising agency Langland ( has developed a new campaign for Diabetes UK featuring a 3 day pop-up store located just off Brick Lane in London’s East End. Amp Shoes is a shoe store with a shocking twist – each shoe represents one of the 135 feet or lower limbs amputated in England every week because of diabetes.

Opening its doors to the public on Friday 22nd April, Amp Shoes is designed to deliver a serious message about the consequences of diabetes through a surprising and memorable experience.

The campaign was created in partnership with global fashion and design company Eley Kishimoto. Diabetes UK hopes to not only raise awareness of the condition, but drive people to get tested through the diabetes UK Risk score – either in-store or online.

“Health awareness messages are notoriously difficult to make stick. People are tired of being lectured and quick to switch off from traditional communication channels, which is why Langland created Amp Shoes, a shoe store that focuses attention on the rising number of diabetes-related amputations in a completely fresh and unexpected way. Using a multi-faceted communications strategy, with what appears to be a ‘real’ shoe store at its centre, Amp Shoes creates the opportunity for people to consider their health, and leads them to take advantage of a free diabetes health assessment to understand personal levels of risk.”

Andrew Spurgeon, Executive Creative Director, Langland.

“More than 4 million people in the UK currently live with diabetes and this figure continues to escalate. The need to raise awareness about this condition and how best to prevent diabetes complications, such as amputation is vital if we are to stem the rise, particularly of Type 2 diabetes. Langland is proud to have conceived the idea of Amp Shoes, which is aligned to our purpose of creating ‘Ideas for a Healthier World’. We are also delighted that Diabetes UK is supporting the idea, giving it national visibility.”

Philip Chin, Chief Executive, Langland.

Amp Shoes, located at 8 Dray Walk, London, E1 6QL, will run from Friday 22nd through to Sunday 24th April.

The campaign is complemented by the social campaign #oneshoe selfie, which encourages people to share a photo of themselves wearing just one shoe in support of those that only have one to wear.

For more information about the campaign, visit