Empty seats at type 2 diabetes prevention programmes contribute to thousands of unnecessary deaths every year.
Recently, One Black Bear pitched for a project designed to urge those referred by their GP to a diabetes prevention programme to make sure they turn up on the day.
We weren't successful in our pitch but still felt compelled to act against a condition that can result in loss of sight, limbs and even death.
Out of 48,000 patients referred, only 18,000 actually turn up to programmes. There are also 5 million people at risk of developing Type 2.
These figures were made all the more poignant by our team having close relatives and friends who manage their Type 2 symptoms on a 24/7 basis.
As our film states, simply by taking a seat, you could prevent Type 2 diabetes taking a life.