/background(fff)/1920x1080.jpeg?auto=webp)
— PROJECT NAME
Greater Than 2
— PROJECT TYPE
Branded Consumer Campaign
— ROLE
Copy Supervisor
— CLIENT
Beckton Dickinson & Co.
— DATE
20/05/2019
The Problem
For many adults living with Type 2 Diabetes (T2D), managing their condition means multiple daily insulin injections—a burdensome, disruptive routine that affects both lifestyle and emotional well-being. The repetitive nature of injections can make patients feel trapped by their diagnosis, impacting their independence and quality of life.
The Strategy
Introduce BD’s innovative basal-bolus patch pump as more than a medical device—it’s a smarter, simpler way to manage T2D that fits seamlessly into modern life. By positioning the pump as a symbol of liberation from the daily grind of injections, the campaign aimed to reframe diabetes management as empowering rather than limiting.
The Idea
Greater Than 2—a patient-focused campaign built around the idea that with the right tools, people with T2D can live a life that’s bigger, fuller, and freer than their diagnosis.
The messaging spoke directly to adults frustrated with multiple daily injections, highlighting how the pump streamlines insulin delivery and connects them to their care team in real time.
The Execution
- Headline Platform: Lines like “Live Free with T2D” and “It doesn’t just work for type 2. It works for you” reframed the product benefit as personal empowerment.
- Product Integration: Demonstrated how the patch pump eliminates the need for repeated injections while syncing blood glucose data directly to an integrated mobile app for instant doctor communication.
- Visual Language: Clean, modern layouts and confident typography reinforced the sense of simplicity and sophistication.
- Patient Empowerment Focus: Centered the experience of freedom—less disruption, more control—rather than solely the clinical functionality.