Finalist
A Hero’s Journey that Inspired a Community
by Porter Novelli, a Fleishman Hillard Company for Insulet (Omnipod)
Summary of work
Dyasonic: Sound of Strength is a Marvel-collaborated custom comic authentically representing the lived experience of young people with Type 1 Diabetes. It addresses a critical representation gap and reduces stigma around insulin pump technology adoption.
Research revealed that 94% of people with T1D believe representation matters, yet over half rarely see themselves reflected in culture. One-third hide their condition due to fear of judgement and shame. These emotional barriers prevent many young people from adopting life-improving technologies like insulin pumps.
Insulet partnered with Marvel to create Dyasonic, written by Paul Allor, who brings lived experience of T1D to the narrative. The comic follows a relatable hero navigating diabetes management and discovering how Omnipod technology provides freedom to pursue passions and unlock potential. The programme launched across multiple touchpoints: physical distribution at community events and healthcare settings, digital channels, GIPHY stickers, and earned media.
By centring authentic patient voice and representation, Dyasonic transformed how the diabetes community perceives themselves and their condition. The programme generated 128M media impressions, 265K social followers with 120+ emotionally resonant comments, and demonstrated measurable shifts in patient perception, confidence, and technology adoption, proving that authentic storytelling is a powerful tool for patient empowerment and health equity.
Judges’ comments
This was a memorable, creative campaign with good tactics that tapped into the comic book culture. It used an innovative storytelling approach that was the right choice for the target audience. It had a large budget that was put to good use, with strong strategies and an impressive looking video that was a very effective way to reach the global audience.
