Some projects check every box—creative, strategic, meaningful. And then there are the rare ones that stick with you long after the last deliverable is sent. For me, that’s the PWD Storytelling Series.

The Brief: Tell a Human-Centric Story

When embecta, an injection technology leader with over a century of commitment to people living with diabetes, asked our team to create a storytelling campaign, the challenge was clear: How do you connect with more than half a billion people worldwide who share a diagnosis, but live in different countries, cultures, and circumstances?

The answer wasn’t to start with the device. It was to start with the people.

Building the Narrative

We created 11 short films, each spotlighting a person living with diabetes in their own environment—homes in the U.S., bustling streets in Mexico City, quiet neighborhoods in Sweden, and beyond, telling their stories in their native language.

Our focus: authenticity. We worked closely with local teams to make sure cultural nuances weren’t just respected—they were celebrated.

Each story followed a simple but powerful formula:

• A glimpse into everyday life with diabetes
• Moments of independence, connection, and joy
• A bridge to education—linking directly to embecta’s Injection Technique Guide

Designing the Experience

The stories lived on a dedicated webpage, with an intuitive design that encouraged exploration. From the landing page, you could move seamlessly between countries, hear different voices, and notice the shared threads of resilience and hope.

The educational component wasn’t an afterthought—it was part of the narrative. By pairing deeply personal stories with practical resources, we gave viewers both an emotional connection and tangible tools to improve their daily lives.

Impact & Outcomes

While engagement metrics told one story—longer-than-average watch times, strong click-through to the guide—the real success came from the feedback. People living with diabetes shared how much it meant to see themselves reflected with honesty and dignity, and to have their experiences portrayed with authenticity.

Why It Matters to Me

This campaign reminded me why I do what I do. In healthcare marketing, it’s easy to get lost in data points and compliance checklists. But when we lead with empathy, storytelling becomes more than a creative exercise—it becomes a catalyst for connection.

The PWD Storytelling Series wasn’t just about sharing information. It was about telling stories that mattered—and in doing so, helping people feel seen.