Many people with diabetes, especially those with type 2 or prediabetes, face stigma that delays early support and worsens outcomes. Ahead of World Diabetes Day 2022, we delivered a UK-wide campaign for Roche Diabetes Care, driving brand awareness and fostering open conversations about diabetes. By securing targeted interviews and media coverage, we highlighted how innovative technology can support those living with the condition, helping to break down stigma and encourage earlier intervention.