John Hancock: Diabetes Doesn’t Define You

Most people living with diabetes believe they don’t qualify for life insurance. They assume that when an underwriter sees their condition, their coverage will be denied. At John Hancock, this isn’t true. In 2020, the company launched the first ever life insurance designed for people living with Type 1 and Type 2 diabetes. For the launch, we crafted a message that would connect from both a rational and emotional perspective; providing access + acceptance. They want to qualify for life insurance but on a human level, they want to be seen as much more than their condition. Our storytelling approach was to humanize diabetes by looking beyond the condition and focusing on the small details that shape a person’s identity. We created four distinct characters, each with their own passion and purpose, and told their stories through rich visual details.

Awards:
2021 Shorty Awards Finalist (Results TBD)