embecta

A censorship workaround that made diabetes impossible to ignore

We saw a problem: social media platforms often flagged pen needles and syringes as graphic content, hindering awareness and perpetuating misinformation about diabetes. This isolated people with diabetes, who rely on social media for vital health education and connection. We wanted to change that.

We're calling on everyone to join the Pledge to Destigmatize Diabetes and help normalize pen needles. We'll start by turning censorship into a powerful statement. We'll use "censored" images in OOH print ads, creating a sense of intrigue and curiosity. Then, we'll reveal the hero behind the image - a person with diabetes, proudly showing their pen needle. By doing so, we'll break down barriers and show the world that diabetes is nothing to hide.

We seed the idea with a “People With Diabetes” campaign video. They're people with passion, purpose, and perseverance, they show us that diabetes doesn't define them. They're people with heart, people with humor, and people with hope. They're families, friends, and neighbors who inspire us.

Let's show the world what it means to be People With Diabetes - unstoppable, unapologetic, and unforgettable

embectas legacy began with a groundbreaking innovation: the introduction of the insulin syringe in 1924. As they look to the future, they’re excited to continue serving the diabetes community for generations to come. To mark this milestone, we've created a powerful digital video that celebrates their journey and unwavering commitment to making a meaningful impact