JDRF Launches National Public Service Campaign to Highlight Research Progress in Type 1 Diabetes

JDRF Launches National Public Service Campaign to Highlight Research Progress in Type 1 Diabetes

–Campaign features Mary Tyler Moore, Nick Jonas, Bret Michaels, and Crystal Bowersox, all of whom live with type 1 diabetes–

New York, NY, June 27, 2012–JDRF, the global leader in research toward preventing, better treating, and curing type 1 diabetes (T1D), is teaming up with Grey New York-a flagship of one of the world’s largest communications companies, Grey Group-for the organization’s 2012 national public service campaign, entitled “JDRF: We Test Ourselves.”

This year’s campaign will include spots on television, radio, and print, as well as outdoor and online banner ads, and will showcase the organization’s refreshed branding and new tagline: “JDRF: Improving lives. Curing type 1 diabetes.” This is the 11th year that Grey has provided their pro bono creative services for JDRF’s national public service campaign.

Among the JDRF advocates featured in this year’s campaign are International Chairman Mary Tyler Moore, Nick Jonas, Crystal Bowersox, and Bret Michaels, who all know first-hand the challenges of living with T1D, a disease that affects as many as three million Americans and has no known cause or cure. The advocates will be featured in individual public service spot announcements to help raise awareness of JDRF’s work to improve the lives of all people with T1D, at all ages and at all stages of the disease. By increasing awareness, support, and research, JDRF is leading the way toward preventions, better treatments, and a cure for T1D and its complications.

“For more than a decade, our ongoing partnership with JDRF has resulted in increased visibility and knowledge about the seriousness of type 1 diabetes, and the research programs funded by JDRF that are aimed at improving the lives of all people with the disease,” said Mark Fina, executive vice president, creative director at Grey. “This is truth in advertising’ at its best, as all of the cast members of the JDRF campaign-who also include 12-year-old Jackson and 15-year-old Eloise-know type 1 diabetes first-hand, and represent all ages and all stages of living with the disease.”

“The creativity and clarity that Grey has provided for JDRF over the years has helped boost our reach, so that we can strengthen our efforts in the fight against type 1 diabetes,” said Scott McCormick, JDRF’s senior vice president, chief marketing officer. “As the worldwide agenda-setter for type 1 diabetes research, JDRF is committed to having the backs’ of all people with type 1 as we support research toward preventing, better treating, and curing the disease. This requires communications that are both honest and intriguing, which is why we are grateful for the expertise that Grey brings to this year’s exceptional campaign.”

The “JDRF: We Test Ourselves” campaign was made possible through the generosity of the Grey creative team, including: Alice Ericsson, executive vice president, executive creative director;  Mark Fina, executive vice president, creative director; Kathy O’Brien, executive vice president, creative director; Natsuko Bosak, vice president, associate creative director; Jennifer Pugliese, photo producer; Pamela Judkowitz, producer; Seema Patel, senior vice president, account director; and Jessica Moore, account supervisor. The campaign was also made possible by the members of Grey’s production team, who all donated their time and talents to the campaign: Lara Shapiro, director; Carol Dronsfield Photography, stills; No Smoke, production company; Andrew Swee, executive producer; Fluid, editorial; Nice Shoes, telecine; Butter, music; and Sound Lounge, radio.

The campaign was premiered at JDRF’s annual conference in Washington, D.C. in June, and will be distributed in late summer with the support of JDRF’s nationwide chapters and international affiliates.


About T1D

In T1D, a person’s pancreas stops producing insulin, a hormone that enables people to get energy from food. People with T1D need to test their blood sugar and give themselves insulin (with injections or an insulin pump) multiple times every day, and carefully balance insulin doses with eating and daily activities throughout the day and night. However, insulin is not a cure for diabetes, and even with that intensive care, a significant portion of the day is still spent with either high or low blood sugar, placing people with T1D at risk for devastating complications such as heart attack, stroke, blindness, and amputation.

About Grey New York

Grey New York is the flagship and largest office of Grey, the advertising network of Grey Group. Grey Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ: WPPGY). Grey Famously Effective Since 1917 serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Diageo, Darden Restaurants, Pfizer, Canon, 3M, Eli Lilly, ETrade, NFL, Boehringer Ingelheim, J.M. Smucker and T.J. Maxx. FAST COMPANY named Grey in its “The World’s 50 Most Innovative Companies” issue in 2010 and 2011. (www.grey.com)


About JDRF

JDRF is the leading global organization focused on type 1 diabetes (T1D) research. Driven by passionate, grassroots volunteers connected to children, adolescents, and adults with this disease, JDRF is now the largest charitable supporter of T1D research. The goal of JDRF research is to improve the lives of all people affected by T1D by accelerating progress on the most promising opportunities for curing, better treating, and preventing T1D. JDRF collaborates with a wide spectrum of partners who share this goal.

Since its founding in 1970, JDRF has awarded more than $1.7 billion to diabetes research. Past JDRF efforts have helped to significantly advance the care of people with this disease, and have expanded the critical scientific understanding of T1D. JDRF will not rest until T1D is fully conquered. More than 80 percent of JDRF’s expenditures directly support research and research-related education.