THE CHALLENGE
Americans with diabetes were literally dying because they couldn’t afford insulin – a medication discovered nearly 100 years ago that costs pennies to produce but was priced at hundreds of dollars per month. Over a million people were being hospitalized annually because they were rationing life-saving insulin due to crushing out-of-pocket costs. Families were choosing between insulin and rent, between medication and food, while pharmaceutical companies reported record profits. The human cost was devastating, but patients felt powerless against a system that seemed designed to extract maximum profit from their desperation.
THE SOLUTION
We helped launch the Affordable Insulin Project to transform diabetes patients from passive victims into powerful advocates for change. Working with Eli Lilly and the Diabetes Patient Advocacy Coalition, we created a campaign that didn’t just ask for help – it taught patients how to demand it. Our educational materials showed people exactly how to negotiate with insurance companies, access patient assistance programs, and advocate for policy changes that would benefit the entire diabetes community. The campaign empowered patients with knowledge, tools, and collective voice that ultimately contributed to systemic change. The result: a groundswell of patient advocacy that helped pave the way for Eli Lilly’s historic $35 insulin pledge, proving that when patients unite and speak up, even the most entrenched systems can be forced to change.
