Diabetes is an #EverydayReality

The ask:

The American Diabetes Association (ADA) brought us on to develop an awareness campaign for American Diabetes Month, centering on the stories of different people living with the disease.

The challenge:

For some reason, many people don’t see diabetes as a real problem…until it’s too late.

How do we make them more aware of the real-life impact of this public health emergency—and what they can do to help stop it?

The approach:

I started (as I generally do) with a line: “Diabetes is an everyday reality.” We then set out to create a series of mini-documentaries that give a glimpse into what that reality really looks like. Finally, we put together a script that pulled all the stories together against a gritty blow-by-blow account of [every] day in the life of someone living with diabetes.

We were honored to work with the eminently talented—and generous—Winston Duke (Black Panther, Us), who volunteered to be our spokesman. He absolutely nailed it.