BreakthroughT1D (formerly JDRF) needed to show an uptick in Type 1 testing in order to maximize funding from a pharmaceutical company with a breakthrough treatment. And there was only a short window of opportunity.

Few brands have more loyal followers than JDRF, and, on such a tight timeline, they needed their community to do the hard work of driving Type 1 testing for those potentially able to take advantage of the new treatment.

Momentum-building headlines and an overhaul of the brand website messaging became the key components to the pitch that won the business.