SEE MESEE DIABETES

SEE ME SEE DIABETES
Vision Statement
See Me. See Diabetes.
aims to challenge
stereotypes, change
the way we talk about
diabetes, and create
lasting behavioral
change through
empowerment
and empathy.
The Face of SMSD
Dr. Susan Guzman
• Clinical psychologist with over 15
years experience working with
diabetes
• Co-founder of the Behavioral
Diabetes Institute (BDI)
• Served as the Director of Clinical/
Education Services, developing and
leading programs for people with
diabetes and their families
• Leads programs for women with
type 1 diabetes, spouses/partners,
men with diabetes, and other
specialized psycho-educational
programs for those with diabetes
• Known as a “speak from your heart”
lecturer, Dr. Guzman is a highly
reviewed international speaker
for both patient and professional
audiences
SMSD RATIONALE
The Problem
Diabetes is a psychologically nuanced,
incurable, and financially devastating
disease.
There is a lack of empathy and perspective
surrounding the disease, which leads to:
• Distress and depression
• Disenfranchisement
• Disengagement
People living with diabetes regularly feel like
they are failing at managing their disease,
or their efforts, even when good, are
never good enough. They feel shamed and
blamed in social and healthcare settings.
As a result of these pressures, adherence
suffers. Quality of life suffers. The cycle
goes on.
Of the 26 million people living
with diabetes, only 20% take their
medicine as prescribed.
The Solution
See Me. See Diabetes. (SMSD) aims to
challenge stereotypes, change the way
we talk about diabetes, and create lasting
behavior change through empowerment
and empathy.
For people living with diabetes, SMSD is
a way to engage, encourage, and support
each other while serving as ambassadors
to a wider movement of change within and
beyond the community.
Download our white paper at
www.bldghealth.com
SMSD is built with the vision of
lasting impact that happens one
small step at a time.
CAMPAIGN DEVELOPMENT
Campaign Creation
We began by listening to thought leaders and dissecting current
behavioral research.
What was the psychological nature of the people we were trying to reach?
What would move them?
What messaging existed around the disease, and of that messaging, what was lacking?
FINDINGS
Findings
Diabetes is a progressive, stigmatized, and debilitating disease.
• Difficult to manage (6+ pills a day on average, several glucose
monitorings a day, anxiety, money, and time)
• Many people feel like they “never do enough”
• There is no “survivor” mentality—people live with the disease for their
entire lives
• There is no existing space for a positive experience, or community
• There is little work being done to connect the psychology of the
disease with the behavioral components of the disease
The Root of Disease Management
Diabetes is very much a stigmatized disease in a way that cancer
or autoimmune diseases are not. This stigma is fueled by language,
beginning with the word, “diabetic.”
We do not call people with cancer, “cancerics,” or people living with
HIV “HIVics.” The reason is we don’t is because we have learned not
to define those people by their disease. The very word “diabetic” casts
a semantic distinction that labels people with diabetes as just their
disease.
Through various channels, “shame” and “blame” are mitigating factors
in how people label diabetes and people living with it, and in turn, how
people living with the disease manage it.
A CALL TO ACTION
We set out to create a
positive space where
these perceptions and
semantics are challenged.
Community Development
We created two different campaign platforms for our movement and
BLDG and Dr. Susan Guzman have partnered to create a movement
employed an A/B testing site.
that empowers and supports people living with diabetes.
Want to learn more?
DOWNLOAD THE WHITE PAPER
PICK THE CAMPAING THAT WILL LAUNCH THE NATIONAL MOVEMENT
See Me. See Diabetes. encourages a culture of
empowerment for people living with diabetes
through transforming the conversation around the
disease. By challenging perceptions and providing
a claim for visibility, See Me. See Diabetes. aims to
revitalize the way we think about the disease and
promote a catalyzing, inspiring outlook.
Diabetes Dignity promotes a culture of
empathy and respect for people living with
diabetes. By challenging the stigma and blame
surrounding the disease, and replacing it with
support and understanding, Diabetes Dignity
aims to cultivate community and awareness
for people living with diabetes.
Brand Attributes:
- Empowered
- Aspirational
- Rebelious
- Trail Blazing
Brand Attributes:
- Supported
- Respectful
- Challenging
- Inclusive
I LIKE THIS ONE
I LIKE THIS ONE
Want to say more? Email Justin.
About the creators
Community Creation
We partnered with a robust community
platform where people can come and
engage.
We sent a selective invite to Key Opinion
Leaders and supporters to test the
community.
• Dr. Guzman established herself as the
moderator
Channel Development
We established multiple channels, all linked
to social media
Web
Mobile
Twitter
Facebook
Materials Development
We developed print collateral.
First Challenge
Using language as a platform for behavior change, we
initiated the “No ‘–IC’ Challenge.” It challenges people living
with diabetes to define themselves by personal traits or
aspirations, and when faced with the word diabetic, use it
as an educational opportunity and conversation starter.
COMMUNITY LAUNCH
Channel Development
We launched to the public at the Taking
Care of Your Diabetes Conferences in
Santa Clara, CA and Austin, TX.
We garnered press coverage and
leveraged the launch with diabetes blogs
within the community.
RESULTS
The reaction was
enthusiastic.
People are hungry for a place of
community. People living with
diabetes want to feel and see
their disease in a positive way.
SMSD Fulfills an Unmet Need
SMSD provides a unique, psychologically
supportive community with digital
foundations that cannot be found in the
current diabetes landscape.
• The American Diabetes Association has a
space dedicated primarily to prevention—
nothing about the psychological
components associated with it.
• There are several blogs dedicated to
emotional components, but interaction
opportunities are minimal
• Facebook communities are not closed,
and hence open to the general public
There are currently no other professionally
moderated community platforms where
people with diabetes (or caregivers or loved
ones) can go for interaction, inspiration,
education, and empowerment.
THE FUTURE OF SMSD
The Future of SMSD
SMSD is necessary for the future of the disease, the people living with it,
and for our healthcare system. The future of SMSD will benefit people
with their disease management, and serve to usher in a new wave of
perception (and action) around the disease.
• Momentum is gaining
• Highly engaged and receptive patients
• An enduring community platform
• Emotionally salient and compelling messaging
“When I first heard about the No ‘-IC’ challenge, I thought, ‘Eh, it doesn’t
bother me all that much, but I’ll think about it.’ And I did, actually a lot. I
work with children with special needs and work hard to promote people first
language (children with autism rather than autistic kids). Today, the No “-IC”
challenge hit home, and pretty hard. I posted a picture of my Dexcom on
Facebook, showing the 4th ‘Drop Rate’ alarm and it wasn’t even 10am yet. I
was feeling defeated and weighing my options when a distant friend replied
to my post with a picture of Wilford Brimley and the caption ‘What if I said
Diabeetus?’ I didn’t think anything of it. It wasn’t funny but it wasn’t offensive
to me either. But then my husband saw it and was livid. He’s tired of people
making diabetes jokes and making me feel like my disease isn’t important.
After all, it’s not cancer and we DO have more options now...but it’s still
something I have to fight and take into my own hands. I still wake up at 4am
with scary lows and scary highs, and my husband is by my side through all of
it. I’m realizing now that the No ‘-IC’ challenge is about more than me.”
-SMSD member, Brittany R., Santa Clara, CA
Photo Essay Project
Our first awareness project will be a photo
essay collection that focuses on people
living with diabetes and their lives outside
of it.
The photo essays, leveraged by publicity
within the diabetes field, will inspire
and provide a platform for access and
awareness around SMSD. These essays
will encourage others to sign up, empower
those already there, and spread the word
about the movement.
“I’m a grandmother, master
gardener, and enthusiastic
walker. My type II diabetes has
never stopped me. As a retired
English teacher, I know how
valuable words are. The way
I’ve used words to speak about
diabetes has changed the way
people relate to it.”
Sarah, 54
FUTURE CONCEPTS
We’re interested in developing a larger
media presence and campaigns that
spread awareness.
Analogues/Contemporary Examples:
Always: Like a Girl Campaign
Viral video: Like a Girl Experiment
Aim: We’re kicking off an epic battle to
make sure that girls everywhere keep their
confidence throughout puberty and beyond,
and making a start by showing them that
doing it #LikeAGirl is an awesome thing.
www.always.com
Dove®: Real Beauty Campaign
Aim: Beginning in 2004, Dove® employed
various communications vehicles to challenge
beauty stereotypes and invite women to
join a discussion about beauty. In 2010,
Dove® evolved the campaign and launched
an unprecedented effort to make beauty a
source of confidence, not anxiety, with the
Dove® Movement for Self-Esteem.
www.dove.us
Love Has No Labels
Viral video
Aim: To raise awareness and to stop bias
and prejudice
lovehasnolabels.com
Next Steps
SMSD would benefit from the following:
•Educational webinars, videos
•Expanded presence at diabetes events
•Experiential ‘events’ at diabetes conferences
•Multi-channel campaign using video and social media