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Top 3 Campaign in Health & Wellbeing · June 2026
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Top 3 Campaign
Health & Wellbeing · June 2026

The 1 Pledge

PR Campaign
Wednesday 1st November, 2023

Sanofi launched 'The 1 Pledge' for Diabetes Awareness Month: a nationwide storytelling movement fronted by Usher (plus Robin Arzón and Adam Schefter) to share type 1 diabetes experiences, encourage screening via #ScreenforType1, run ads and Times Square activation, and direct people to The1Pledge.com.

Why it worked: It hijacked Super Bowl buzz with a personal-diagnosis reveal from the halftime headliner, converting celebrity heat into a clear screening CTA.

The lesson: Consider timing your ask to a cultural crescendo and pair it with a surprising first-person confession that leads to one measurable action.

Sanofi
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
prnewswire.com Sanofi launches "The 1 Pledge" movement to drive early screening for type 1 diabetes in the U.S. Wednesday 1st November, 2023
mmm-online.com Super Bowl halftime performer Usher headlines Sanofi’s The 1 Pledge movement for Diabetes Awareness Month Wednesday 1st November, 2023
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