Focus on your life, not your glucose levels

Advertising campaign for an insulin pump.

Strategy Art Direction Shooting & retouching Production Copy SoMe


The request

Develop a visual concept around the baseline: ‘Focus on your life, not your glucose levels’, with the aim of meeting these objectives: to increase awareness of pump therapy; to help diabetologists inform and persuade patients with suitable material; and to help patients dare to change therapy by making the information clear and by emphasising the benefits.


Our response

A campaign based on selfie-type visuals, representing patients in everyday situations where they can enjoy life to the full thanks to the MiniMed pump. The result of a photo shoot, the familiar visual context helps to blur the line between care and pleasure.

These visuals have been used on several different media and channels:

• Posters, displays and cards available in hospitals.

• Facebook posts.