Client: Abbott
For 537 million people worldwide, diabetes carries a unique burden: blame. Unlike other chronic conditions, societal narratives often reduce diabetes to a personal failing, leading to judgment instead of empathy. This stigma, amplified across media and healthcare and sometimes even loved ones, contributes to nearly 40% of individuals missing doctor’s appointments.1 Recognizing this critical barrier to health, Abbott, a global leader in diabetes care, launched "Above the Bias" to confront this silent burden that many people living with diabetes carry. The campaign raised awareness of diabetes stigma, fostered empathy among the general population, and reinforced Abbott’s patient-centric leadership. Grounded in global research and community engagement, the strategy focused on exposing the prevalence of diabetes stigma in society and empowering change through a unified call to action: "LET’S END DIABETES PREJUDICE." The centerpiece of the campaign was a powerful film depicting the burden of prejudice, which was brought to life through immersive launch experiences in eight countries, strategic amplification via earned and paid media, and mobilization of authentic voices from advocacy groups and public figures. "Above the Bias" generated global momentum, receiving over 300 million film views and 950+ media placements, while online dialogue about diabetes stigma surged nearly 300% and general population awareness increased by almost 40%.2 The campaign validated the lived experiences of those living with diabetes, fostering a more empathetic environment. Ultimately, by uniting advocacy groups, healthcare professionals, and influencers, "Above the Bias" fundamentally contributed to reducing stigma and supporting healthier outcomes for those living with diabetes.
