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> Index of every page on this site: [llms.txt](https://raw.london/llms.txt)
# What a Cure Feels Like
Brand Activation Campaign
## Launching a brand with heart
30% awareness of new brand within the T1D community in first 6 months
5.9m total video views across the UK & US
Highest matched Christmas Appeal amount ever achieved
Global alignment across the US, UK, and international affiliates
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.
## Raw Truth™
### Societal truth
Misconceptions of T1D lead to harmful stigmas and lack of support.
### Human truth
Living with T1D is an unrelenting 24/7 mental load.
### Brand truth
As a world leader in research, the brand is perceived as a "source of information".
### Media truth
Opportunity to connect the mission with more people on a more emotive level.
What a Cure Feels Like
## 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.
## 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.
## Behind the scenes
- ![Behind the scenes]()
- ![Behind the scenes]()
> ‘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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## Sitemap
See the full [sitemap](https://raw.london/sitemap.md) for all pages.