Event Branding
To match the bold approach of the campaign, bright colors and large typography were chosen to convey urgency. Family-oriented lifestyle imagery was weaved in to create an emotional appeal and symbolize the T1D familial connection. This created a fresh campaign that broke through traditional pharma norms.
Swag Stations & Pledge Booths
The Times Square event had many ways for attendees to engage with the campaign mission. The activation featured a swag station, where attendees could obtain free branded merchandise including T-shirts, tote bags, foam fingers, pins, stickers and beanies, a pledge booth for attendees to take The 1 Pledge and testimonial booths for individuals to share their personal stories related to T1D.
Livestream & Website
The event was livestreamed on the first-ever pharma YouTube Masthead Livestream, garnering 116.6K views. Digital billboards ran approximately every eight minutes in Father Duffy Square and Military Island, ensuring the message reached a broad and engaged audience.
The 1 Pledge efforts drove to a unique page on the Screen for Type 1 website, providing all the information and tools people needed to take the next step. The website featured in-depth stories from USHER, Robin, and Adam, bringing to light the true impact of T1D and why screening was so important. The website also offered assessment tools and additional resources, able to personalize risk through the Type 1 Risk Quiz and provided a clear path forward with the T1D Screening Guide.
