While almost diabetics will eventually need some form of injectable medication, most people are “afraid of needles” or the stigma that comes along with injecting. Our client needed a campaign that would help destigmatize injectable diabetes drugs.

This is challenging, since it presents a cycle that must be broken: stigma keeps people from being open about injecting diabetes medication… There was even a Miss Manners article suggesting that people with diabetes should test their blood sugar in the privacy of a restroom, and not in public.

In order to break this cycle, we created a movement in which we urge diabetics to inject in public, and in social — and by bringing injecting out of the shadows, we would reduce the stigma associated with it.