Social Media Campaign

American Diabetes Month (ADM)

Objective

American Diabetes Month (ADM) is the American Diabetes Association's® largest annual fundraising initiative, held each November. The objective was to create a compelling campaign that not only raised awareness about diabetes but also built empathy and inspired action. The campaign theme needed to resonate with those living with diabetes or prediabetes while remaining inclusive of populations at risk. The ultimate goal was to increase engagement, foster understanding, and drive donations to support the ADA’s mission of finding a cure.

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Campaign Solution

Honing in on real people with real stories the "Everyday Reality" campaign magnified the trials and tribulations of everyday lives with diabetes. Primarily a social media campaign push, we designed banners, as well as video content following everyday lifestyle routines, from checking their glucose levels multiple times per day, to injecting insulin, to feeling anxious or deppressed when things felt overwhelming. In order to increase engagement, we invited our members to tell us about their "everyday realities."

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Results

• Heightened Awareness: The Everyday Reality campaign successfully illuminated the real-life challenges of living with diabetes, making the experience more relatable to a broad audience.

• Increased Engagement: By encouraging individuals to share their personal stories, the campaign fostered a strong sense of community and connection.

• Impactful Content: Through visually compelling banners and emotionally driven video content, the campaign effectively showcased daily diabetes management struggles—from glucose monitoring to emotional well-being—helping to break stereotypes and misconceptions.

• Fundraising Success: By merging storytelling with action-driven messaging, the campaign successfully motivated audiences to donate, contributing to the ADA’s continued research and advocacy efforts.

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