We began by developing a messaging framework for the campaign, focusing on the selfless collaboration of scientists, caregivers, and patients, all working together to make the discovery of insulin possible. Using a clever play on words that alludes to insulin pumps, we developed the campaign theme, “We’re Pumped!” It conveys excitement about how far we’ve come and pumps us up for what’s next: a cure.
Once the theme was established, we created a campaign website that features video content, patient and provider stories, and an interactive timeline of the insulin-related milestones that have shaped Joslin’s past, present, and future. Overall, the campaign was a success, driving continued support to further Joslin’s mission: creating a world without diabetes.
