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About This Project
Summary
For the first time ever, people can delay type 1 diabetes. But they first need to screen—before symptoms appear. So we created a bold campaign to get people to rethink T1D and take action–to Screen It Like You Mean It. To kickstart this effort, we launched The 1 Pledge with a massive influencer campaign headlined by celebrities like USHER, Robin Arzón, and Adam Schefter. For National Diabetes Awareness Month, The 1 Pledge took over Times Square with a show-stopping live event to drive screening.
Goals & Objectives
We set out to change the way type 1 diabetes is diagnosed by driving home the risks and encouraging early screening. We didn’t just urge people to screen. We got them personally invested in taking action through authentic, emotional storytelling from cultural icons and the community at large.
Results & Impact
Sanofi broke through the noise with: • 1.2 billion total impressions in the first 8 weeks • 18-point lift in net likelihood to get screened, as indicated by a brand lift survey for the campaign's TikTok content • A 300% month-over-month increase in online searches for “type 1 diabetes screening"
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