Abbott Diabetes Stigmateria Immersive Event

The diabetes community faces stigma on a daily basis, impacting not only physical health but also connection, belonging, and confidence. To address this pressing issue, Abbott launched its first global awareness campaign on diabetes stigma, aiming to spotlight the lived experiences of people with diabetes and foster empathy and understanding across society.
As part of the campaign we organized a two-day immersive event in the heart of Berlin. The purpose of the event was to help attendees experience what stigma feels like in everyday life and to show how collective empathy can strengthen communities.
Participants encountered real-life statements commonly directed at people with diabetes, such as: “Just stop eating so much candy,”. Do you even exercise? and "I heard it’s preventable.”. These everyday remarks revealed how widespread misconceptions can be, while highlighting their emotional impact on individuals and the broader diabetes community.
The audience brought together diabetes influencers and community members, patient advocates, media, key opinion leaders, and German political representatives, creating a rare, cross-sector platform for open dialogue. Over two days, attendees engaged deeply through interactive installations, storytelling, and discussions, gaining firsthand insight into the daily realities faced by people living with diabetes.
At its core, the event strengthened community bonds. It created a shared experience that encouraged listening, mutual understanding, and collaboration. Participants left with a deeper sense of connection: not only to the cause, but to one another. Empowered to carry these conversations forward in their own networks.
By combining a global campaign with an immersive, community-centered experience, awareness was transformed into collective action. The event mobilized participants to challenge stereotypes, support one another, and become advocates for inclusion, demonstrating how thoughtfully designed experiences can unite communities and drive lasting change for people affected by diabetes worldwide.