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JDRF’s mission is to create a world without type 1 diabetes, by funding research to cure, treat and prevent the disease. However, one of the big challenges for the charity is to reach adults living day-to-day with the disease, who may simply not be aware of the support on offer, or the life changing research funded by the charity through donations. The challenge was clear, and the agency’s strategic team set about creating a long-term engagement mechanic, delivered in 3 phases to bring the charity closer to its primary audience.