The Importance of Visual Representation

Note: Click through the included Instagram posts to see captions and audience engagement.

JDRF has seen an uptick of companies using models with type 1 diabetes devices in their media – on social media and on their digital shopping sites, but could also be done in magazines, store circulars, etc.

The placement was simple with no other major attention called out to the models, and created a groundswell of support for the companies from the type 1 diabetes and the general shopping community alike.

As with the general uptick of representation in media, using models with type 1 diabetes creates positive brand associations for the community. Buyers are more likely to identify with models who look like them; models with type 1 diabetes represent a large community of people not only with type 1 diabetes, but those who must wear or use devices to support their health.

This level of representation requires minimal effort and investment from your brand – work with your creative team to request models with type 1 diabetes devices or work directly with JDRF to provide local people living with diabetes who will be happy to donate their time to your marketing effort.

Example: Athleta Instagram

Posted on March 5, 2018 on Athleta’s Instagram page, the image featured a product ambassador who was also wearing a Dexcom Continuous Glucose Monitor (CGM) – an increasingly common type 1 diabetes device that measures blood glucose levels every 5 minutes. Over the next few years, CGMs will become more and more common not only for those with type 1 diabetes, but all types of diabetes, as some of the newer model CGMs replace finger sticks entirely and provide far safer health outcomes for those living with diabetes. Diabetes (all types) affects 30.3 million people in the US, or 9.4% of the population.

The post garnered significant engagement for Athleta; the majority of their organic Instagram posts garner about 2,500-4,500 likes and ~15-30 comments. This post with a woman with T1D wearing a continuous glucose monitor received 7400+ likes and 485+ comments.

Posted on October 14, 2019 on Athleta’s Instagram, the brand utilized the customer story of Sabrina, a young girl with type 1 diabetes who wrote to them about needing products with pockets to store her devices. 

Again, the post garnered significant engagement for Athleta, with 4700+ likes and 232 comments, as well as a sold out product launch within weeks. 

Example: American Eagle Online Shopping

In Summer 2018, American Eagle placed a model wearing two type 1 diabetes devices – a Dexcom Continuous Glucose Monitor and an Animas Ping insulin pump – on their online shopping site, modeling one of their Aerie brand bras. Aerie has famously built their online marketing around representation, partnering with the All Women Project “to represent women as they are. Never retouched. Always beautiful.”

When shared to the JDRF and Type One Nation Facebook pages, the image – within two hours – received more than 1,500 likes, 910 shares and 50+ comments.

The Result: Comments & Engagement

In addition to users tagging friends and family, significantly increasing awareness of and engagement on the post, each post garnered incredibly supportive and excited comments, including remarks like:

@monicasalafia.rd This is why i LOVE you, Athleta! I saw this photo in the catalog and immediately saw her pod and was so excited because this is empowering and educational. I also loved the catalog because you show women wearing your outfits and doing something active which is what I am doing outside. I’m not posing I’m swimming, hiking, hanging with friends in the car or a cafe. This made me love Athleta i can’t say that enough!! (note: commenter does not appear to have T1D)

@maureenmr Love this!!! My 7 year old son was diagnosed on this past Christmas with type 1 diabetes! They are all real heros! Thank you @athleta for showcasing this hero. #type1warriors

@oneida5l This means so much to me and the whole T1D community. Thank you so much @athleta for representing our T1D community with such beauty and strength.

@donnagarlough Thank you Athleta!! As a T1D Mom this means so much

Sheila Quinn Bucci I love this photo! I’ve had my struggles trying to hide my pump and sensor and would only wear clothes with pockets. But this photo shows us all you don’t have to hide your pump, show it with pride… it’s who we are and it keeps us living! Thank you American Eagle and Evelyn Robin!

Additionally, influencers in the Diabetes Online Community (DOC) reblogged and wrote about each of the posts numerous times, giving the photos reach beyond their original platforms.