Art Direction

American Diabetes Month
“Everyday Reality” Campaign

Objective

American Diabetes Month (ADM) is the ADA’s largest annual fundraising initiative, held each November. The goal of the 2020 campaign was to create a compelling narrative that raised awareness, built empathy, and inspired meaningful action. The campaign needed to resonate with individuals living with diabetes or prediabetes, while also engaging populations at risk. Ultimately, the objective was to increase public understanding, foster community participation, and drive donations in support of the ADA’s mission to find a cure.

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The Challenge

We faced a tight production timeline and the complex task of capturing unscripted, emotionally honest footage of people with diabetes in their everyday lives. With limited time and resources, we needed to produce a high volume of multimedia content, including social videos, banners, and stories, that felt raw, unfiltered, and deeply human, without over-producing or sanitizing the reality of their experiences.

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Design Solution

The “Everyday Reality” campaign centered on real people sharing real stories. Through a series of video shorts and banner graphics designed for social media, we highlighted daily struggles like insulin injections, glucose monitoring, emotional overwhelm, and mental health challenges—situations often hidden from public view. The visual language was direct, personal, and empathetic. We also opened the campaign to community voices, inviting people to share their own “everyday realities,” which further expanded reach and engagement.

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Outcome

• Heightened Awareness: The campaign illuminated the realities of life with diabetes, breaking stereotypes and creating greater public empathy.

• Increased Engagement: By amplifying authentic voices, the campaign fostered connection and participation across the ADA community.

• Content Impact: The emotionally resonant visuals and video storytelling elevated ADA’s digital presence throughout the campaign window.

• Fundraising Success: By merging narrative and urgency, the campaign successfully drove donations in support of ADA’s research and advocacy work.

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