Global Diabetes Handprint

The blood glucose monitor category was lacking the human element, with the focus placed on product, function and feature. Consumers had little emotional attachment to any one brand of meter, and brand switching was high. J&J OneTouch wanted to make the glucose monitors more human.

OneTouch learned that diabetics often feel isolated and alone upon diagnosis and are unsure of how to handle their new condition, often not realizing that diabetes is a manageable disease. OneTouch met one member of the diabetes community, Manny Hernandez, who had started the “Word in Your Hand” project, which invited people to write a word on their hand expressing what diabetes meant to them, then take a picture and share it online. OneTouch decided to build on this idea and create an online-based community where diabetics could share their stories and see the stories of others.

Thus, the Global Diabetes Handprint (GDHP) was born. OneTouch promoted the project across the Time Warner network with storytelling tonality and call-to-action messaging in multiple media channels, which built mass awareness and participation. By creating a tapestry of stories that are “woven” into the shape of a hand, OneTouch was able to represent the greater community of support it was providing online. Further, participants were able to give back to their community because with each submission, OneTouch donated $5 to a diabetes charity. Participation was invited through custom advertorials showcasing dynamic storytelling, digital banners, and a live, on-air, host/audience format on “The Bonnie Hunt Show.” There was also an integrated storyline included within the Hallmark channel’s “Heroes” program featuring Manny Hernandez, whose original “Word in Your Hand” project served as an inspiration.

The Global Diabetes Handprint is a growing community. With more than 1,700 story and image submissions, this group has amplified OneTouch’s new brand campaign and strengthened its equity. Users have made the GDHP a staple of their daily online experience with time spent per visit averaging nearly five minutes and page views/visits topping out at 3.9 pages.