The #ImTheType Campaign

#ImTheType is a fully built, customizable marketing campaign partners can utilize on their channels in support of their JDRF fundraising campaign.

By filling in the blank of what type your company, your customers, or the subjects of the stories you’re sharing are, you create an emotional tie between your customer and your campaign.

Whether you’re telling stories of the game-changing type, the resilient type, the mama-bear type, the unstoppable type, the supportive type, and more, use this campaign to connect with your audience in the ways that matter to them. 

From a messaging standpoint, the campaign serves on two fronts:

  • Empowering the T1D community to define their own types. They are the courageous types, the resilient types, the stop at nothing types. This campaign creates the framework for people affected by T1D to tell their own story, rather than being defined by anyone or anything else.
  • Inspiring the larger population to take action and live their best healthy life, despite the challenges they may be facing.

For your company, the campaign offers a fully built but customizable-to-your-brand cause marketing platform. Your JDRF team will work with you to determine the positioning of the campaign that will work best for your intended audience, then you can utilize all of the pre-built campaign materials to put it into action.  Current materials available include:

  • ImTheType.com landing page, a JDRF.org property that can be fully customizable to your campaign focus 
  • Social media images and T1D stories
  • Point of sale materials, including name-tag style “I’m the _____ type” stickers (can be customizable with company logo), an “I’m the _____ type” point of sale fundraising scan card with barcode, etc.
  • Event or in-location materials including step & repeat banners, a cut-out “Instagram frame”, posters, flyers, etc. with static T1D story options or customizable story options
  • Giveaways including rubber bracelets, featuring phrases such as “I’m the unstoppable type” and “I’m the make a difference type”

Check out this example of how Ford, Talking Rain (markers of Sparkling Ice), Hanes, Champion, and Medtronic partnered for a special “I’m the unstoppable type” campaign to support Eric Tozer, a person with type 1 diabetes who ran the World Marathon Challenge in 2019.