Many living with diabetes are turning to technology to help manage their condition. Leading this revolution is a medical devices company, Dexcom. They develop and manufacture continuous glucose monitors (CGM), small wearable devices that track a user’s glucose levels 24/7. The device also provides real-time data to patients.
Yet the number of patients using Dexcom is not widespread in the UK. This is because the technology is not readily available on the NHS and there are other competitors in the market. Dexcom’s CGM device is superior to the competition because it provides better control, real-time alerts and sharing capabilities. This can provide greater freedom to patients with Type 1 diabetes and those around them.
The challenge is that with a patient population of 400,000 the story around type 1 diabetes does not make it easily onto the national news agenda. Allison+Partners needed to shift the message from the practical to the emotional. We had to add to the narrative in order to make it compelling to mainstream media.
We developed an integrated communications campaign, including a specially commissioned research study, as a way into the news agenda, addressing the mental and emotional cost of diabetes. A charity partnership forged with JDRF drove thought leadership through a credible third party. A new community of macro and micro influencers was created to drive fame and advocacy. It included actors James Norton and Jeremy Irvine, rugby player Henry Slade, cyclist Sam Brand and TV presenter Dominic Littlewood.
Through our JDRF partnership, a Labour MP referenced our Dexcom white paper in parliament to campaign for greater access to Dexcom monitors on the NHS.
Almost 70 pieces of coverage highlighting the emotional benefits of CGM included the Daily Telegraph, Daily Mail, BBC, Forbes and Huff Post, delivering over 1.2bn impressions. All coverage had 100 percent positive or neutral sentiment.
A YouTube video from Henry Slade achieved over 50,000 organic views.
The campaign is a winner for the PRWEEK UK awards and has been selected as finalists for SABRE EMEA awards, PRCA National awards, and the Creative Moment awards.