Winner
Making Type 1 Diabetes Seen and Understood Through Pop Culture and Play
Summary of work
Type 1 Diabetes (T1D) is often misunderstood, frequently confused with Type 2, and too rarely recognised early—especially by the parents and children most likely to face a new diagnosis.[i] We set out to break through traditional healthcare messaging by embedding vital T1D understanding into two trusted cultural spaces: music and children’s storytelling. Co-created with young people living with T1D and brought to life with key partners, we delivered the world’s first T1D pop group (1Type) and integrated the first-ever character with T1D into the iconic Beano. Together we didn't just inform; we fostered positive sentiment, kickstarted a national conversation about early detection and diagnosis, and demonstrated that strategic, authentic partnerships can drive meaningful engagement and awareness for an overlooked health cause.
[i] Muñoz C, Floreen A, Garey C, Karlya T, Jelley D, Alonso GT, McAuliffe-Fogarty A. Misdiagnosis and Diabetic Ketoacidosis at Diagnosis of Type 1 Diabetes: Patient and Caregiver Perspectives. Clin Diabetes. 2019 Jul;37(3):276-281.
Judges’ comments
It’s a pleasure to recognise a campaign that really stood out for its creativity and ambition. This entry impressed the judges with its bold, innovative approach by partnering in unexpected ways to reach a notoriously hard to engage audience. By doing so with authentic co-creation at its core. The campaign “Making Type 1 Diabetes Seen and Understood Through Pop Culture and Play” delivered exceptional reach, engagement and positive sentiment, demonstrating the power of thinking in pharma communications. The innovation and creativity behind this work is undeniable, so is the potential for lasting impact.
