Client: Joslin Diabetes
What we did: Positioning, message strategy, creative, media, collateral
Getting people pumped about a life-changing discovery
As one of the few organizations in the world devoted to diabetes research, care, and education, Joslin Diabetes Center wanted to mark the 100-year anniversary of the discovery of insulin. For those living with diabetes, this discovery changed everything, not only saving thousands of lives but also launching a new wave of scientific advancements.
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.
