Dexcom: No pricks parlour

Dexcom, a producer of glucose monitoring systems, ran a promotional event to promote its technology during Diabetes Awareness Week, resulting in 100% positive media coverage and 1.98bn earned media impressions.

Situation Analysis

On average, people living with diabetes who don't have access to real-time continuous glucose monitoring (rt-CGM) prick their fingers up to 10 times daily to measure their glucose levels. That's generating nearly 10 litresof blood a day across all people with diabetes. However, with Dexcom CGM, people with diabetes can know with a quick glance of their smartphone or watch their glucose number and where it's headed – all with zero finger pricks* or scanning.

To celebrate Diabetes Awareness Week 2022, and drive awareness of Dexcom technology, our client requested a bold consumer stunt to educate and engage...

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