Abbott Diabetes Stigmateria Immersive Event

Challenging stigma requires more than awareness - it demands leadership, visibility, and authentic engagement. With this belief at its core, Abbott launched its global awareness campaign on diabetes stigma, taking a bold stand on an issue that directly impacts the physical and mental wellbeing of millions worldwide. The initiative reinforced Abbott’s commitment to inclusion, education, and social responsibility, positioning the organization as a credible voice for change.
As part of the campaign we organized a two-day immersive event in the heart of Berlin. The purpose of the event was to allow attendees to feel what stigma looks like in everyday life and to demonstrate how empathy can drive meaningful change.
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 deeply ingrained misconceptions are, while highlighting their emotional impact and reinforcing the need for education-driven advocacy.
The audience brought together diabetes influencers and community members, patient advocates, media, key opinion leaders, and German political representatives, creating a high-impact platform for cross-sector dialogue. Through interactive installations, storytelling, and facilitated discussions, attendees gained a tangible understanding of the daily challenges faced by people living with diabetes.
The event significantly strengthened organizational reputation by showcasing visible leadership on a global health issue. It elevated awareness at scale, positioned the campaign as a credible platform for advocacy, and reinforced trust among stakeholders through authentic engagement. By encouraging open dialogue and learning, the experience enhanced brand credibility while empowering participants to become ambassadors for change, extending impact far beyond the event itself.
By combining a global campaign with a deeply immersive experience, awareness was transformed into action. Participants left inspired to challenge stereotypes, champion understanding, and carry the message forward in their own communities. The initiative demonstrated how thoughtfully designed experiences can reshape perceptions, build trust, and create lasting reputational value while driving meaningful progress for the diabetes community worldwide.