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Behaviour Change Campaign
Our Boys
What a Cure Feels Like
Brand Activation Campaign
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Launching a brand with heart
A cure for Type 1 Diabetes (T1D) is closer than ever.
We partnered with Breakthrough T1D (previously JDRF) to launch their bold new brand and connect their powerful mission with the T1D community. Co-created with people with lived experience of T1D, the campaign repositions their research as a chance to restore peace for millions around the world.
Challenge
Breakthrough T1D (previously JDRF) faced a common problem – low brand recognition. With the launch of a global rebrand, we needed to shift the brand identity to one of hope, momentum and optimism; from a source of information to a catalyst for transformation.
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Raw Truth™
What a Cure Feels Like
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Solution
‘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.
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Activation
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.
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Behind the scenes
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