The brief
Type 1 diabetes is often confused with type 2 — different disease, different mechanism, different daily reality. The campaign needed to surface that distinction without sounding defensive, support newly diagnosed adults (who get less attention than newly diagnosed children), and give families navigating a pediatric diagnosis content they could actually use.
What I led
- Campaign messaging that distinguished type 1 from type 2 without making the distinction feel like a complaint
- Adult-audience content for newly diagnosed adults — under-served compared to pediatric diagnosis content
- Family-facing content for caregivers of newly diagnosed children
- Educational voice that took the audience seriously — no condescension, no oversimplification
Why it matters
Writing for audiences whose lived experience is more nuanced than the public conversation about their condition — and finding the brand voice that respects that gap without exploiting it.