In honor of World Diabetes Day, Dexcom has launched an inspiring new campaign, starring singer and actor Nick Jonas. The goal is to challenge outdated perceptions about living with diabetes, focusing on what those diagnosed can achieve rather than what they might be limited by.
Jonas takes center stage in the “Discover What You’re Made Of” video, a powerful 90-second piece showcasing how advanced technology like Dexcom’s continuous glucose monitors (CGMs) is changing lives. The video kicks off with a scene of American gymnast Charlotte Drury, wincing while using an outdated fingerstick to check her blood sugar—a method many with diabetes are all too familiar with. The narrative quickly transitions to a scene of Drury performing an impressive trampoline routine, this time with the help of Dexcom’s cutting-edge CGM device.
“If it feels like a diagnosis has turned your life upside down, that the life you wanted doesn’t seem possible, that every day you’ll doubt what you’re made of, let that be what fuels you,” narrates Jonas in a voice-over, setting an inspiring tone for the rest of the campaign. His words emphasize resilience and determination, encouraging viewers not to be limited by a diabetes diagnosis but to harness that doubt as motivation. “Don’t just represent your country, represent a worldwide community who’s been told they can’t,” he continues, reinforcing the global aspect of the diabetes community and Dexcom’s campaign.
Celebrity Stories of Overcoming Challenges
Throughout the ad, Dexcom showcases powerful success stories of individuals who have risen above the limitations often associated with diabetes. In one scene, an older woman is seen using the Dexcom app to track her blood sugar levels with the Stelo device—Dexcom’s latest over-the-counter CGM—before heading to a birthday celebration. The ad also takes us into the recording studio with Jonas, showing the balance between managing diabetes and living a full life.
The message of perseverance continues with American football star Adonai Mitchell, who appears scoring a touchdown as Jonas speaks: “If you’re already one of the best in the world, and they still ask if you have what it takes, don’t just prove them wrong, prove to others they can, too.” The scene is accompanied by text noting Mitchell’s experience: “tagged almost uncoachable by NFL scouts amid reports of diabetes health condition.” His inclusion in the campaign illustrates how misconceptions about diabetes can be dismantled through success and visibility.
Empowering a Global Community with Diabetes
Dexcom’s campaign isn’t just about showcasing famous faces; it’s about inspiring everyday individuals with diabetes to strive for their own goals, no matter how big or small. The company wants to encourage everyone in the diabetes community to share their personal aspirations, reinforcing the idea that living with diabetes doesn’t mean living with limitations.
In one scene, a young man meets Jonas, and they pose together for a Dexcom promotional picture. The moment highlights the impact that role models can have within the diabetes community, as Jonas narrates: “Go from meeting one of your heroes to becoming one yourself.” This emphasizes the possibility of not only achieving personal dreams but inspiring others along the way.
A Contest to Spark Ambitions
To further engage people with diabetes, Dexcom has launched a giveaway as part of the campaign. Throughout November, the company is inviting individuals to share their aspirations—whether it’s something small like committing to daily walks or more ambitious, like training for a 5K. The goal is to inspire participants to “discover what they’re made of” and take the first step toward reaching their dreams.
Dexcom will be randomly selecting winners to receive a $500 prize, aimed at helping them kickstart their journey. To enter, participants are encouraged to post their goals on Instagram and TikTok, using the campaign’s official hashtag to amplify the message of determination and community support.
Highlighting Dexcom’s Newest Technology
The campaign is also an opportunity for Dexcom to spotlight its latest product innovations, including the Stelo CGM device. Designed as an over-the-counter option, Stelo represents Dexcom’s effort to make continuous glucose monitoring more accessible. By featuring Stelo in the campaign, Dexcom underscores its commitment to providing innovative solutions for those living with diabetes.
Dexcom’s strategic move to increase the visibility of its new products is especially significant as it continues to compete with other players in the market, such as Abbott, which offers similar glucose monitoring technology. The company’s focus on empowering the diabetes community aligns with its ongoing efforts to expand its reach and reinforce its reputation as a leader in CGM technology.
A Call to Action for the Diabetes Community
Through this World Diabetes Day campaign, Dexcom not only highlights the power of its products but also encourages a cultural shift in how diabetes is viewed. Instead of seeing a diagnosis as a limitation, the campaign frames it as an opportunity to prove what’s possible. The narrative is about more than just overcoming challenges—it’s about redefining them, using advanced technology to improve health outcomes and quality of life.
The giveaway is an extension of this message, as Dexcom asks people to take that first step toward their goals, no matter the scale. Examples like “logging the first mile for a 5K run, committing to learn a new language, or signing up for a cooking class” are practical, relatable actions that anyone can take to start a personal journey.
Social Media and Community Engagement
The campaign’s success relies heavily on engagement across social media platforms. Dexcom is tapping into the collective spirit of the diabetes community by encouraging the use of a dedicated hashtag, allowing people to share their experiences, goals, and progress with a supportive audience. By featuring real stories and aspirations, Dexcom is fostering a sense of solidarity and encouragement within the diabetes community. Social platforms like Instagram and TikTok are central to the campaign’s outreach, making it easy for people to participate and for the message to spread widely.
Competing in the CGM Market
The campaign also has strategic importance for Dexcom as it continues to battle for market share in the competitive field of continuous glucose monitoring. With new technology and a growing range of devices, Dexcom is leveraging World Diabetes Day to highlight how its products, including the new Stelo, meet the needs of modern diabetes management. This campaign showcases the real-world impact of Dexcom’s technology, aiming to convert more people to its brand while keeping current users engaged and informed about the latest advancements.
By featuring well-known personalities like Nick Jonas, who has been open about his own experiences with Type 1 diabetes, and athletes like Adonai Mitchell, Dexcom is personalizing the brand message and creating a relatable, motivating campaign that resonates with diverse audiences. Each story in the ad ties back to the broader mission of empowerment, making it clear that Dexcom is more than just a device maker—it’s an advocate for those living with diabetes.