Campaign Strategy, Proposition and Messaging
Approach and Concept Development
Film Production & Direction, Social Content
Despite its valuable work, Breakthrough T1D (previously JDRF) faced a common problem – low brand recognition. With the launch a global rebrand, we knew it wasn’t enough to simply inform the public. Instead, we needed to shift the brand identity to one audiences would resonate with; from a source of information to a catalyst for transformation.
From insight and our own research calls with people living with the condition, we realised that T1D isn’t just a diagnosis; it’s a lifelong, deeply personal journey, filled with constant daily vigilance and complexity. Despite this, people living with T1D and their families are also overwhelmingly united by a shared and urgent desire for hope and progress towards a cure.
Our campaign, ‘What a cure feels like’, is a powerful and authentic portrayal of daily experiences of T1D – that both acknowledges the relentlessness of the condition and the optimism that science, community and Breakthrough T1D’s bold new brand strategy brings.
The film opens with sounds and scenes familiar to anyone living with T1D: the sharp beep of a glucose monitor, the snap of a finger prick test, the jarring ring of a 2am alarm. As these sounds escalate, we feel the weight of T1D’s unrelenting presence. Until, gradually, the intensity fades to calm, painting a picture of the cure Breakthrough T1D is fighting to make possible.
Authenticity was a key consideration at every stage of the process; from the initial strategy and creative concept, through to production. Our creative team undertook multiple research calls with people living with T1D and, as a result, every aspect of the film is inspired by insight and real experiences.
