Diabetes stigma goes beyond words—it impacts lives. FreeStyle Libre’s #AboveTheBias campaign challenges misconceptions and fosters understanding with a groundbreaking film, an iconic anthem, and a global movement to replace shame with empathy.
Above the Bias
Breaking the stigma: How FreeStyle Libre is empowering people with diabetes to rise above prejudice through empathy, education, and a powerful anthem
Client
- Abbott Laboratories
Office
- Chicago
Diabetes is a highly-stigmatized disease—forcing those living with it to manage a chronic condition while being openly blamed for it. As the hurtful comments continue to mount, many choose to hide their diagnosis. In fact, 40% of people with diabetes skip their own doctor appointments, exacerbating their health risks to avoid further shaming.
To show how detrimental diabetes stigma can be, we crafted an emotional film depicting what it feels like to live under constant pressure and shame for your condition. The film features a custom cover of David Bowie and Queen’s Under Pressure (a health industry first) and, along with a global 360-degree campaign, helped to launch AboveBias.com — FreeStyle Libre’s seminal platform to confront diabetes prejudice with empathy and education.
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Press
Abbott confronts diabetes stigma with Above the Bias spot
Campaign US
Abbott's stigma-busting campaign shows how diabetes biases lead to silence, skipped careFierce Pharma
Abbott Takes On Diabetes Stigma In 'Above the Bias' CampaignMediaPost
Abbott, Director Peter Thwaites, VML Chicago Tackle The Emotional Toll Of DiabetesSHOOTonline
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