The program launched in lifestyle media across multiple consumer touch-points, a non-traditional strategy for the medical-device category. Utilizing consistent messaging and creative elements (including the iconic mosaic), all media drove awareness and traffic to the custom site, DiabetesHandprint.com. There, consumers joined by choosing the word that best represents what diabetes means to them, uploading photos of the word written on their hand or creating a virtual hand. Submissions were showcased within the virtual mosaic and members engaged by scrolling over the “hand” or searching by name, location or keyword. Additionally, through a viral capability, members were able to invite others to join. For every submission, OneTouch donated $5 to a diabetes charity.Strong call-to-action messaging was used across all media, including print -- i.e. PEOPLE and COOKING LIGHT, online via targeted placements across Platform A’s network, on-air via integrations on the syndicated “Bonnie Hunt Show” and Hallmark’s “Heroes,” and PR.

People with diabetes no longer have to feel alone. With over 3,000 submissions, and new stories uploaded each day, the GDHP is a growing community.

The program garnered over 385MM multimedia impressions and significant buzz has been generated within online diabetes communities. Over 100 sites drove traffic to Diabeteshandprint.com, making it #1 on top search engines, Google and Yahoo. Users spend an average of five minutes per visit, engaging with the words and stories that make up the mosaic.

This deep engagement increased both OneTouch brand equity and category share in 2008.

November 2008, PostAdvertising.com wrote “OneTouch was the social glue that held a large community together. Now, the company is using new technologies and new social currents to do that more effectively than ever.” This innovation positioned OneTouch as a category game-changer and accelerated their business, thus fuelling the client’s enthusiasm to expand the program in 2009.