At the heart of The GDHP is a virtual hand mosaic, an iconic representation comprised of the inspirational words and images created by the very community it serves. Driven to www.DiabetesHandprint.com 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 mosaic and members engaged by scrolling over the “hand” or searching by name, location or keyword. For every submission, OneTouch donated $5 to a diabetes charity.The mosaic became a symbol of the community and was showcased across all media elements including custom print executions, on-air integrations on “The Bonnie Hunt Show” and The Hallmark Channel’s “Heroes” Program, animated online rich-media units and PR.

Through this tapestry of stories, OneTouch represented the greater community of support it was providing to those touched by Diabetes.

Now, people with diabetes no longer have to feel alone. With over 3,000 submissions, the GDHP is a growing community contributing to an increase of OneTouch’s brand equity and category share.

The program garnered over 385MM multimedia impressions and significant buzz has been generated within online Diabetic communities. Users spend an average of 5 minutes per visit and Diabeteshandprint.com is currently #1 on top search engines.

In 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.”