Making Type 1 Diabetes Seen and Understood Through Pop Culture and Play

Type 1 Diabetes (T1D) is often misunderstood, frequently confused with Type 2, and too rarely recognised early—especially by the parents and children most likely to face a new diagnosis.[i],[ii] Sanofi UK set out to break through traditional healthcare messaging by embedding vital T1D understanding into two trusted cultural spaces: music and children’s storytelling. Co-created with young people living with T1D and brought to life with key partners, we delivered the world’s first T1D pop group (1Type) and integrated the first-ever character with T1D into the iconic Beano. We didn't just inform; we fostered positive sentiment, kickstarted a national conversation about early detection and diagnosis, and demonstrated that strategic, authentic partnerships can drive meaningful engagement and awareness for an overlooked health cause.