New type 1 diabetes campaign driven by community voices

Breakthrough T1D, formerly JDRF, has launched its new brand awareness campaign, ‘What a cure feels like’, following the charity’s rebrand earlier this month.

The campaign, created together with the type 1 diabetes community, aims to raise awareness and build support as the charity drives toward a future without the condition.

The rebrand from JDRF to Breakthrough T1D reflects the charity’s ambition and ongoing progress.

The new name emphasises both the breakthroughs already achieved and the charity’s determination to continue pushing boundaries in type 1 diabetes research, advocacy, and community support.

At the core of the new campaign is a powerful short film co-created with members of the type 1 diabetes community.

Breakthrough T1D invited over 35 supporters, caregivers and staff living with type 1 diabetes to share their day-to-day experiences of living with the condition and the community’s hopes for a cure.

The result is a moving portrayal of resilience, the relentless and complex nature of managing the condition, and the shared dream of a world free from type 1 diabetes.

Jon Peach, one of the stars of the film, said: “Being in this film gave us the opportunity to show the daily reality of living with type 1 diabetes, but also that the condition doesn’t have to stop us from achieving our goals.

“There are so many misconceptions, and I hope this helps people understand type 1 diabetes better. The more awareness we raise, the closer we get to a cure.”

The ‘What a cure feels like’ campaign tells the story that the type 1 diabetes community wanted Breakthrough T1D to tell.

It aims to help people living with type 1 diabetes to feel ‘seen’. Running across digital and social media channels until the end of the year, the campaign will engage new audiences, deepen public understanding of the condition and inspire more people to support the charity’s vital work.

Orna Joseph, Deputy Director, Brand Marketing and Digital says: “We wanted to create a campaign that embodied our new brand and its aims.

“Breakthrough T1D as a brand has the opportunity to encompass everyone living with this condition.”

Orna added: “The film creates a connection to people living with type 1 diabetes by reflecting the relentlessness of the condition and their greatest hopes.

“That by supporting our mission, together we can find a cure and bring peace to people affected by type 1 diabetes.”

Orna concluded: “We could not have told such a powerful story without the direct support of people affected by type 1 diabetes, for which I want to say an enormous thank you.

“I hope the campaign inspires more people to get involved with Breakthrough T1D to help drive our work to find a cure.”

The rebrand to Breakthrough T1D marks a significant step for the charity, aligning its identity with its bold ambition.

With the new name reflecting both past achievements and the drive to reach future milestones, this campaign is a key moment in the charity’s journey to make lasting breakthroughs that will ultimately lead to a cure.

You can watch the film at https://www.youtube.com/watch?v=nJ09-n6QveI.