12
NEWS
What a cure feels like
Breakthrough T1D launches campaign driven by
community voices, empowering hope for a cure.
Breakthrough T1D, formerly
JDRF, has launched its new
brand awareness campaign,
'What a cure feels like',
following the charity's recent
rebrand. The campaign, created
together with the Type 1 diabetes
(T1D) community, aims to raise
awareness and build support as
the charity drives toward a future
without T1D.
The rebrand from JDRF to
Breakthrough T1D reflects the
charity's ambition and ongoing
progress. The new name emphasises
both the breakthroughs already
achieved and the charity's
determination to continue pushing
boundaries in T1D research,
advocacy, and community support.
At the core of the new campaign
is a powerful short film co-created
with members of the T1D community.
Breakthrough T1D invited over 35
supporters, caregivers and staff living
with T1D to share their day-to-day
experiences of living with T1D and
the community's hopes for a cure.
The result is a moving portrayal of
resilience, the relentless and complex
nature of managing the condition,
and the shared dream of a world free
from T1D.
Just peachy
Jon Peach, one of the stars of the
film, said: "Being in this film gave us
the opportunity to show the daily
reality of living with T1D, but also that
the condition doesn't have to stop us
from achieving our goals. There are
so many misconceptions, and I hope
this helps people understand T1D
better. The more awareness we raise,
the closer we get to a cure."
The 'What a cure feels like'
campaign tells the story that the T1D
community wanted Breakthrough
T1D to tell. It aims to help people
living with T1D to feel 'seen'. Running
across digital and social media
channels until the end of the year, the
campaign will engage new audiences,
deepen public understanding of the
condition and inspire more people to
support the charity's vital work.
To create this film, Breakthrough
T1D partnered with Raw London,
an award-winning creative agency
specialising in purpose-led
content. With a focus on delivering
impactful campaigns, Raw London
works closely with charities and
organisations to tell powerful stories
that inspire action and drive change.
Orna Joseph, Deputy Director,
Brand Marketing and Digital says:
"We wanted to create a campaign
that embodied our new brand and its
aims. Breakthrough T1D as a brand
has the opportunity to encompass
everyone living with this condition.
The film creates a connection to
people living with T1D by reflecting
the relentlessness of the condition
and their greatest hopes. That by
supporting our mission, together we
can find a cure and bring peace to
people affected by T1D.
"We could not have told such a
powerful story without the direct
support of people affected by T1D,
for which I want to say an enormous
thank you. I hope the campaign
inspires more people to get involved
with Breakthrough T1D to help drive
our work to find a cure."
Bold ambition
The rebrand to Breakthrough T1D
marks a significant step for the
charity, aligning its identity with its
bold ambition. With the new name
reflecting both past achievements
and the drive to reach future
milestones, this campaign is a key
moment in the charity's journey to
make lasting breakthroughs that will
ultimately lead to a cure.
You can watch the film at
www.youtube.com