Screen It Like You Mean It

Medal Won

• 🥈 SILVER – Health, Wellness, and Pharma

Campaign Overview

Type 1 Diabetes (T1D) has long been diagnosed after symptoms appear, often with life-threatening complications. But now, a single blood test can detect T1D early, providing an opportunity to delay its progression. The challenge? Most people, including doctors, are unaware of this breakthrough.

Sanofi launched Screen It Like You Mean It, a bold campaign to shift public understanding of T1D and drive early screening. The campaign used compelling storytelling, celebrity-driven advocacy, and a community-centered approach to create urgency and inspire action.

Creative Concept

The campaign spotlighted the need for early T1D screening with:

• The 1 Pledge Movement: Celebrities like Usher, Robin Arzón, and Adam Schefter shared personal stories to amplify the message and encourage commitment to screening.
• Targeted Storytelling: Ads tailored for parents of at-risk children and young adults ages 18-39 combined powerful visuals with relatable narratives to make screening feel personal and urgent.
• Show-Stopping Times Square Event: A National Diabetes Awareness Month takeover featured panels, testimonials, and performances, livestreamed in the first-ever YouTube Masthead promotion for a pharmaceutical event.

Execution Strategy

1. Multi-Channel Approach: Combined digital, social, out-of-home, and print placements to reach diverse audiences.
2. Community Engagement: Leveraged insights from ethnographic studies, interviews, and social listening to ensure messaging resonated deeply.
3. Celebrity Advocacy: Integrated influential voices to broaden awareness and drive emotional connections.

Impact and Results

The campaign achieved remarkable results:

• 1.2 billion impressions in 8 weeks.
• 2.2 million site visits in the first 6 weeks, including 813,000 in the first week alone.
• 300% increase in month-over-month online searches for “type 1 diabetes screening.”
• 48% lift in recommending screening to others, per a cinema brand study.
• 37% share of voice (SOV) within general diabetes conversations and 52% SOV for T1D-specific topics during National Diabetes Awareness Month.

Why It Worked

By combining education with emotional storytelling and community engagement, Screen It Like You Mean It reframed T1D screening as a crucial and actionable step. Its innovative execution and impactful advocacy sparked a movement, empowering people to take charge of their health.