Type 1 diabetes (T1D) is often called an “invisible condition” – rarely understood and rarely represented. For kids and teens, that lack of visibility fuels stigma, fear of being judged for wearing devices, anxiety about standing out, and hesitation to adopt technology that could improve their health.
Despite meaningful advances in diabetes technology, such as continuous glucose monitors and tubeless insulin pumps like Omnipod®, mental and emotional barriers often prevent people from adopting these tools. Fears about device visibility, stigma, and the challenge of adjusting routines can discourage individuals from choosing technology that could significantly improve their quality of life.
Insulet’s research reflected these realities: 94% of people with T1D believe representation matters, yet more than half rarely see themselves portrayed in media. Additionally, one‑third report hiding their condition due to fear of judgment or misunderstanding. These insights made clear that diabetes management is not only a clinical challenge, but a cultural and emotional one.
Insulet set out to change the narrative. Working with Porter Novelli and Ketchum, the team created a culturally resonant campaign that would make young people with T1D feel seen and proud to wear their diabetes tech. To do that, we turned to a medium where visibility is power: comics.
The idea driving the work was to blend health technology with storytelling, creativity, and advocacy. Innovating not just through devices, but through culture. By elevating representation and reshaping perceptions, the team aimed to empower the T1D community while reinforcing Omnipod’s mission to simplify life with diabetes.
Dyasonic: Sound of Strength is a custom comic collaboration between Insulet and Marvel featuring a relatable hero living with T1D. Written by acclaimed comic writer Paul Allor, whose own experience living with diabetes shaped the story, the comic centers on Omnya, a high schooler navigating the emotional and practical realities of T1D. At first, Omnya struggles with self-doubt, frustration with management, and fear of how others will react. Readers follow her journey as she learns to trust the Omnipod® 5 tubeless insulin pump and regain confidence. As her sense of control grows, Omnya finds her inner strength, transforming into Dyasonic, a new Marvel-inspired hero whose power comes from embracing – not hiding – her condition.
Through school scenes, friendships, moments of feeling overwhelmed, and moments of triumph, the story authentically reflects what life with T1D is like and reframes diabetes tech as a source of empowerment. For the T1D community, the comic became a rare and deeply needed moment of representation.
The campaign launched with a high‑visibility Marvel‑themed pop‑up newsstand in London’s Covent Garden, drawing more than 1,400 visitors and distributing comics directly into the hands of families, young people, and advocates. To create a special fan moment, the team seeded 100 free copies at the iconic Forbidden Planet London Megastore, one of Europe’s largest comic retailers. The surprise giveaway offered customers a free issue with purchase, creating an unexpected, high-touch moment that generated excitement and organic visibility in a culturally influential setting.
Digitally, Insulet introduced Dyasonic‑themed GIPHY stickers, a teaser trailer, and a coordinated rollout across Omnipod’s Instagram, LinkedIn, and Facebook channels, as well as the personal pages of employees and senior leadership. This generated strong community engagement, high shareability, and meaningful conversations about visibility, confidence, and pride.
Insulet also expanded the impact of the campaign through deep community integrations, including a $25,000 donation to Children With Diabetes (CWD), a diabetes nonprofit, to support youth empowerment and family education programming, and activations at the American Diabetes Association conference and Children with Diabetes Friends for Life event, where the Dyasonic comic, artwork, and messaging were showcased to HCPs, families, and young readers — reinforcing visibility, representation, and confidence in diabetes.
Meanwhile, the comic was distributed digitally through Marvel’s e-reader and in physical form in healthcare offices, sparking meaningful conversations between providers and patients.
Global media outreach across mainstream outlets and healthcare trades further extended awareness of this critical need in the diabetes community, reinforcing the cultural relevance of the collaboration.
Throughout the process, challenges such as ensuring medical accuracy, thoughtfully addressing stigma, and speaking authentically to multiple age groups were overcome through close community collaboration, research, and meticulous creative alignment with Marvel. The result is a unique fusion of health technology, cultural storytelling, and advocacy. An execution that demonstrates how representation can drive both emotional impact and measurable action within a healthcare community.
The collaboration exceeded expectations by meaningfully increasing awareness, engagement, and cultural relevance for Omnipod® and Insulet. The London pop‑up newsstand successfully introduced Dyasonic to the public, engaging more than 1,400 visitors with immersive storytelling moments that brought the hero and the lived experience of diabetes to life.
Across social platforms, the campaign drove strong resonance and shareability, with two Dyasonic GIPHYs surpassing 100,000 uses. Social amplification reached 265K followers with 430+ positive comments.
Earned media outreach amplified the impact globally, driving 23 placements across leading consumer and healthcare outlets and reaching an estimated audience of 128 million and an estimated AVE of $8 million. Internally, the initiative sparked pride across Insulet employees, reinforcing the company’s commitment to authentic representation. Externally, the comic reduced stigma, fostered empathy, and elevated Omnipod’s positioning as a culturally relevant healthcare brand. This was evidenced by follow‑on efforts from other major players, such as Mattel’s Barbie launch featuring a glucose monitor.
Beyond cultural influence, the work aligned directly with business objectives: following Dyasonic’s debut, pediatric sales saw significant lifts, and Insulet raised its 2025 revenue growth guidance to 24%–27% for the company and 25%–28% for Omnipod. Together, these outcomes demonstrate that the collaboration not only met but surpassed goals: delivering meaningful representation, driving engagement at scale, and contributing to measurable commercial momentum.
