Type 1 Diabetes and JDRF to Take the Spotlight in AMC’s New Original Unscripted Series, The Pitch

Type 1 Diabetes and JDRF to Take the Spotlight in AMC’s New Original Unscripted Series, The Pitch

-Show chronicles the competition between two advertising agencies vying to capture JDRF’s efforts to improve the lives of all people with type 1 diabetes –

Contact:               Michael Cook, 212.479.7510, mcook@jdrf.org

NEW YORK, May  14, 2012- JDRF, the leading global organization focused on type 1 diabetes (T1D) research, is one of eight brands being featured in AMC’s new original unscripted series called The Pitch. From the producers of Undercover Boss, the unscripted series follows some of the top ad agencies in the country competing for new business. In JDRF’s episode, which airs Sunday, May 27 at 11 p.m. ET/10 p.m. CT, two agencies vie to best represent JDRF’s efforts to improve the lives of all people with T1D and to support research toward curing, better treating, and preventing the disease and its complications.

“We are excited to be a part of The Pitch, as it is a unique opportunity to raise greater awareness of type 1 diabetes, which isn’t featured much in mainstream media,” said Jeffrey Brewer, president and CEO of JDRF. “JDRF launched new branding this year in an effort to highlight the fact that type 1 affects people of all ages, and to underscore the importance of research toward preventing, better treating, and curing the disease. In our 40 years, JDRF has learned that evolving with our growing library of knowledge about type 1 is essential; and we know that honest and clear communication with the public about what we do is crucial. We’re excited to share our work with AMC viewers and to explore creative ways that we can spread the word about type 1.”

In the May 27th episode, Brewer, along with JDRF’s senior vice president of development, Mania Boyder, and JDRF’s chief marketing officer, Scott McCormick, challenge the two advertising agencies to develop a campaign in seven days that reflects JDRF’s recent brand refresh. The agencies are called to develop a grassroots digital campaign that positions JDRF as an organization focused on people with T1D of all ages, and at all stages of the disease.

AMC’s The Pitch airs every Sunday at 11 p.m. ET/10 p.m. CT. For more information about the series visit http://www.amctv.com/shows/the-pitch.

About T1D

In T1D, a person’s pancreas stops producing enough insulin to survive. People with T1D must currently monitor their blood sugar levels and administer insulin via shots or an insulin pump, multiple times every day. Even vigilant management does not ward against T1D complications such as heart attack, stroke, blindness, and amputation.

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.