The imagery of a hand—the spot where most glucose monitoring happens and the instrument with which we reach out to someone—was the driving theme behind the Global Diabetes Handprint. By creating a photographic tapestry of stories that are “woven” into the shape of a hand, OneTouch was able to represent a greater community of support.The GDHP project was anchored online by bringing together people who, by uploading their stories and pictures, expressed the community’s myriad of people and experiences. Participants were able to give back to their community because with each submission, OneTouch donated $5 to a diabetes charity.

Participation was invited through advertorials showcasing dynamic storytelling, digital banners, and a live, on-air, host/audience format on “The Bonnie Hunt Show.” There was also an integrated storyline included within the Hallmark channel’s “Heroes” program featuring Manny Hernandez, whose original “Word in Your Hand” project served as an inspiration.

--3,000+ story and image submissions amplified brand campaign and strengthened equity--5 minutes average time spent per page --3.9 page views per visit--130,318,000 print impressions--71,495,932 digital media impressions --.08 click-through rate--From the Post Advertising Blog: “One Touch was the social glue that held a large community together. Now, the company is using new technologies and new social currents to do that more effectively than ever.” --100+ diabetic community sites drove traffic to diabeteshandprint.com, making it #1 on top search engines --Increased brand equity and category share in 2008