JOHN HANCOCK: DIABETES DOESN’T DEFINE YOU
Most people living with diabetes believe they can’t qualify for life insurance. They assume that when an underwriter sees they have type 1 or type 2 diabetes, the answer will always be no. At John Hancock, this isn’t true. In 2020, they launched the first-ever insurance designed for people living with diabetes. For the launch, we crafted a message that would connect from both a rational and emotional perspective: Access + Acceptance. They want to qualify for insurance, but on a human level, they want to be seen as more than their condition. Our storytelling approach was to humanize diabetes by looking beyond the condition and focusing on the small details that shape a person’s identity. We created four distinct characters, each with their own passion and purpose, and told their stories through rich visual details.
Awards
2021 Shorty Awards Finalist (Results TBD)
The Angler
The Gardener
Internal Manifesto
The Craftsman
The Songwriter
