Making the Invisible Visible: Breakthrough T1D Launches Nationwide “See T1D” Campaign
HEALTH & BEAUTYMARKETING
Times Square takeover and nationwide OUTFRONT Media campaign amplifies the reality of type 1 diabetes through community and celebrity voices this November.
As the nation recognizes National Diabetes Awareness Month throughout November, Breakthrough T1D (formerly JDRF), the world’s leading global type 1 diabetes (T1D) research and advocacy organization, is launching its most powerful awareness effort yet: the nationwide "See T1D" ad campaign.
The campaign is designed to shatter common misconceptions about T1D and bring the daily realities of the autoimmune condition into sharp public focus. Leveraging dynamic out-of-home advertising, "See T1D" features potent community stories alongside influential celebrity voices who live with the condition, urging the public to see the urgency behind the organization’s mission.
From Broadway to Billboards: Amplifying T1D Voices
The core message of “See T1D” is simple: Type 1 Diabetes is real, pervasive, and affects people of all ages and backgrounds, regardless of family history or lifestyle. This refutes the long-held belief that T1D is exclusively a condition diagnosed in childhood.
Throughout November, the campaign’s creative will blanket billboards and digital displays across 22 major U.S. cities, including New York, Boston, Washington D.C., and San Francisco.
A marquee element is scheduled for Friday, November 14th (World Diabetes Day): a digital billboard takeover in Times Square. This high-visibility display will feature two Breakthrough T1D celebrity ambassadors who openly live with the condition: Broadway actor Ryan McCartan and TV and film star Brec Bassinger.
"With 'See T1D', we're elevating the lived experiences of the type 1 diabetes community through their own stories and with the support of celebrity T1D role models who are helping us reach even more people," said Pam Morrisroe, Chief Marketing Officer at Breakthrough T1D.
Bringing the Invisible Challenge into the Open
For those living with T1D, the condition is a constant, invisible battle. The campaign highlights individuals like Chicago law student Eva Rubin, who has managed T1D since age 13.
"Most people can't tell that I have type 1 diabetes just by looking at me, but it's something I live with every single day," said Rubin. "That's why the 'See T1D' campaign is so important. It helps people understand that even though it is not always visible, T1D is real, and people from all backgrounds, working in all professions have to manage it all the time."
The campaign’s reach was significantly expanded through a generous donation of billboard space by OUTFRONT Media Inc., which understood the importance of connecting this powerful message to the real world.
The goal of "See T1D" is to increase T1D visibility and advocacy, driving progress toward cures and enhancing the quality of life for the over 9 million people globally impacted by the disease. By making T1D part of the broader public conversation, Breakthrough T1D honors the resilience of its community and calls on everyone to help build a future free from the burdens of this condition.