• by Les Luchter , November 17, 2024

Image above: Nick Jonas, spokesperson for Dexcom continuous glucose monitors.

“We need to look beyond blood sugar for a better diabetes life,” proclaims a global campaign launched by the International Diabetes Federation (IDF) in partnership with the UK’s Shape History agency.

Focusing on putting well-being at the heart of diabetes care, the campaign uses statistics from a September survey of 1,880 diabetes patients in seven countries, including the U.S., which the agency conducted on behalf of IDF.  A key finding: 77% of respondents struggle with mental health concerns, primarily driven by fears of complications.

The campaign’s assets include social media ads, infographics, posters for in-person event materials and a 4-minute film featuring real diabetes patients relating their experiences.

IDF relies on 240 national diabetes associations in 160 countries and territories to distribute its campaigns. In the U.S, those organizations include the American Diabetes Association and Breakthrough T1D (formerly the Juvenile Diabetes Research Foundation).

The campaign coincides with Thursday’s observance of World Diabetes Day, created in 1991 by IDF with the World Health Organization in 1991.

Dexcom

Dexcom, which markets Stelo and Dexcom G7 continuous glucose monitors (CGMs), turned to long-time spokesperson Nick Jonas to star in “Discover What You’re Made Of,” a :90 video that also features spokespersons Charlotte Drury (U.S. trampolinist) and Adonai Mitchell (NFL wide receiver).

The gist of the video is that these stars don’t just represent their country, but rather a “worldwide community who’s been told they can’t.” 

As a young person with diabetes shakes hands with Jonas, viewers are advised to “go from meeting one of your heroes to becoming one yourself.”

As part of its campaign, Dexcom conducted its own October survey of 2,250 people with diabetes in nine countries, including the U.S. Results included: 70% didn’t know where to begin their health journey when they were first diagnosed, nearly half said diabetes has limited their ability to pursue a passion or interest, and 85% believe that “taking small steps to managing diabetes can lead to significant improvements in overall wellbeing.”

Dexcom is also using spokespeople like Lance Bass, Retta, Ed Gamble and Molly Sandén to invite people who use its CGMs to share something they're striving toward on social media – “whether it be a new goal, new habit, new beginning or new adventure.”

This ties into a sweepstakes giveaway running through Nov. 22 in which Dexcom or Stelo users can share such aspirations, with 25 of them winning a $500 gift card “to jumpstart their journey.”

Ascensia Diabetes Care

“This is diabetes. This is wellbeing,” announces a new “virtual wellness zone” from Acensia, which markets Contour and Eversense glucose monitors.

Located at thisisdiabetes.com, the site encourages people with diabetes and their loved ones to share wellness questions through Nov. 21, with answers – from a panel of endocrinologists, dieticians and psychologists (including Dr. William Polonsky , president and founder of the Behavioral Diabetes Institute) - -- to be published until the end of the month.

Fresenius Medical Care

Fresenius, which markets products and services for kidney dialysis (diabetes is the leading cause of kidney disease), launched a "Living Well" campaign, consisting of videos from experts like dietitians, psychologists, and social workers – and one consisting of Freseniusemployees telling their own stories.

“The robust content provides strategies and education to dispel common nutrition and mental health misinformation surrounding the disease,” said the company.