A kid with diabetes had never seen a video game character wearing what they wear.

People with diabetes are almost absent from pop culture. Plenty of kids learn to hide the pump before they learn not to be embarrassed by it.

So we built them an island.

Omnipod Bay was the first Nintendo Switch experience with characters who have diabetes, made with JDRF and its Game2Give initiative. Nineteen custom looks let players put their insulin pump on their character and wear it in public. There's a café where every food has its carb count on the menu. You can swim in the A1 Sea.

We opened it on Twitch with diabetes gamers, advocates and Omnipod spokespeople exploring the island live and taking donations as they went.

Results:

• 9,500+ engagements across diabetes influencer and advocacy social channels

• More than 11 million earned impressions through 39 total placements (six top-tier mainstream) and 4.3+ million social media impressions

• 100% of media coverage was positive and included key messages

• Generated $15,000 in donations to the JDRF with ~242 fundraising event attendees across streams