DEXCOM's campaign lessens the load of diabetes management via The Fuel Agency

7 March 2023
 

Creative Agency: The Fuel Agency

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"We believe it has the potential to make a real difference in the lives of people with type-1 diabetes."

DEXCOM, diabetes management brand, has teamed up with The Fuel Agency to roll out a new campaign for DEXCOM G6,  a continuous glucose monitor that empowers people to manage type-1 diabetes.

The campaign insight centres on the mental and physical load endured by type-1 diabetes patients and their carers (often parents and family members).

Tim Kidman, CEO at The Fuel Agency, said: "Diabetes doesn't sleep. Whether you've got type-1 diabetes, or are the carer for someone who does, the mental load of constantly managing blood glucose levels is immense.

"We wanted to show that the power of Dexcom G6 isn't just the wealth of information it provides - it's in giving you the space to live and rest without thinking about diabetes.

"We are thrilled to launch this campaign for Dexcom G6 because we believe it has the potential to make a real difference in the lives of people with type-1 diabetes."

The Dexcom campaign depicts glimpses of everyday moments that all hold deeper significance for people living with diabetes: getting up in the morning, deciding what to eat, and even a child's bedtime often being moments where monitoring and checking blood glucose levels are critical. Speaking to both adults, and parents of children, with type-1 diabetes, the campaign reminds them that while diabetes never sleeps, they're able to rest easy with the Dexcom G6.

Hanin Jones, senior marketing manager at Dexcom, said: “Even simple things like deciding to exercise or eat can have huge impacts on a person with type-1 diabetes.

"Fuel's idea didn't just talk to the Dexcom G6's ability to continually monitor glucose and send alerts; it reclaimed these little moments and showed how the product can truly be life-changing."

A pioneer in continuous glucose monitoring since 1999, Dexcom appointed The Fuel Agency in 2022. 

 

Credits:

Agency

The Fuel Agency

CEO: Tim Kidman Creative Director: Ben Growns

Group Account Director: Ken Chow

Senior Account Manager: Taylor Watkins

Senior Account Manager: Heather Jaboor

Head of Digital: Anthony Edge

Head of Design: Kerry Thoonen Designer: Marta Siwecka

Creative Services Manager: Mark Button

Production

Truce Films

Director: Prad Sen

Executive Producer: Elise Trenorden

Producer: Fiona Dunn

Production Manager: Jess Chapman

DOP: Joey Knox

Stills Photographer: Jon Webb

Client

Dexcom / AMSL Australia

Senior Marketing Manager - ANZ: Hanin Jones

Brand Manager - Diabetes: Amr Saad

Digital Marketing Lead: Tessa Cassettari

Marketing Project Specialist - Diabetes: Isabella Thomas

Marketing Manager (APAC and LATAM): Joan Mendoza

 

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