Omnipod Bay

Diabetes is often isolating to people who have it, and who’ve been conditioned to hide it. We wanted to make people with diabetes feel connected, supported and represented.

To promote diabetes representation and inclusion, we leveraged the popular Nintendo game, Animal Crossing: New Horizons and created Omnipod Bay: a diabetes-themed island, taking inspiration from the diabetes community, leading advocacy groups and gamers. The activation garnered more than 11 million earned media impressions and an overwhelming community response.

omnipod.com/omnipodbay

 

20 unique looks with insulin pumps and other diabetes accessories across in-game skin tones.

Outfits created in collaboration with T1D influencers and promoted on their channels.

Integration with in-game advocacy partner booths and merchandise promoted on their channels.