Telling the JDRF Story · 2019. 11. 26. · 40 min Telling the JDRF Story Our brand Cures at the...

NIKKI BODNAR, LISA POPYK & KATIE HAGGERTY

JDRF One Conference

November 2019

Telling the JDRF Story: Nearly 50 years of Impact

The Facilitators

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Nikki Bodnar

AVP, Digital & Creative

Services

Katie

Haggerty

National Director,

Marketing Operations

Lisa Popyk

AVP, Strategic

Communications

10 min Welcome and Introductions!

40 min Telling the JDRF Story

Our brand

Cures at the Core

Using the new messaging in the field

30 min Group exercise

10- individual exercise

10- table share

10- full group share

5 min Give us your feedback

5 min Wrap up

Agenda

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Session Goals

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• Learn how we’ve refreshed JDRF’s brand messaging to make it clear and

engaging

• Gain practical experience applying the JDRF story in a way that will allow us to

motivate more supporters to give, advocate and volunteer

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Refreshing the JDRF Brand

What is a brand?

What should it do?

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Refresh vs. Rebrand

Refresh

● An update to the brand identity

● Maintains a visual connection to the past

identity while enhancing, simplifying or

updating brand elements

● Mission and positioning may be updated to

reflect needed changes in tone and verbal

guidelines

● No major rollout program needed

Rebrand

● A complete transformation of the brand

● Brand new visual elements that do not tie

back to the past brand identity

● New mission messaging and positioning of

the organization

● Official launch and rollout needed

Refreshing

Mastercard

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Before After

Credit Card Exploration

Campaign History

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Recently the JDRF brand was refreshed. The goal was to elevate, update and increase awareness of

the JDRF brand. Our aims were to:

• Put a bold stake in the ground

• Emphasize the future we make possible

• Connect JDRF’s mission statement with the brand more closely

• Make a transformation that resonates across the entire business

• Elevate the impact of our communications

Refreshing the JDRF Brand

Brand Integrity Was Being

Compromised by Inconsistency

Brand Platform

Attribute 1

Mindful

Attribute 4

Inclusive

Attribute 3

Empowering

Attribute 2

Assured

Vision Statement Mission Statement

Brand Story

Champion

Pioneering EmpatheticPassionate United

Brand Pillars

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Champion

Noun:

A person who fights or argues for a cause or on behalf of someone else.

JDRF is the champion of the T1D community and offers

the best chance of curing the disease.

Verb:

Support the cause of; defend.

JDRF champions the rights of the T1D community.

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We fight alongside the type 1 diabetes (T1D) community to advance our understanding of

the disease. We are leading the charge to cure it and create a world without T1D.

Hand-in-hand with supporters, researchers, and staff, we work—every day—to solve the

mysteries of this disease. With every connection and collaboration, we continually expand

our knowledge, our partners, and our global presence—and unlock the science around

preventing, treating and curing T1D.

Together, we fight to give people living with T1D a less-burdened life until there are cures.

The JDRF Brand Story: “Champion”

JDRF Commitment

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Telling the JDRF Storywith Cures at the Core

Simplify

Focus

Enable Depth when needed

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JDRF Research Story

Our Objectives

Because . . .

The work is complex.

Our story should not be.

And . . .

We know that understanding is

critical to support.

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Through Research, Advocacy and

Community Engagement, JDRF

fights to cure T1D and improve the

lives of the T1D Community.

JDRF is focused on Curing T1D

and Improving Lives.

We made ours a multi-tiered story, starting at the top, and

enabling depth when and if needed.

Throughout our 50-year history, JDRF has fought to

advance type one diabetes science -- driving to

cure T1D and improve lives.

Every time we saw a tangible promise, we

relentlessly pushed forward, driving more

funding, pulling in new researchers and

propelling results.

This tenacity and vision led to the creation of the

artificial pancreas systems – five years ahead of

planning -- and the continuous glucose monitor,

advances in beta cell regeneration and drugs that

are delaying the onset of T1D.

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JDRF Research Story

A Champion for the Community

with Proven Impact

JDRF Research Story

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This tenacity has made JDRF the leading non-profit fighting

to cure type one diabetes and improve the lives of those living

with the disease today.

We raise, invest and drive more funds to T1D research

than any other organization in the world.

In fact, JDRF has played a role in nearly every major advance

– drug, device, cell therapy – made in type one diabetes

in the last 50 years.

We work with researchers, foundations, universities and

consortia all over the world, funding research in 20+ countries.

We also invest, via the JDRF T1D Fund, in commercial

projects showing promise of positively impacting

the T1D community.

Global Leader

JDRF Research Story

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Enabling Acceleration

Our approach – of harnessing

the strengths of Research,

Advocacy and Community

Engagement – enables us to

accelerate work across the

pipeline, moving as quickly as

possible from

Research / Discovery into the

hands of our community for

better outcomes.

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Curing T1D

Curing T1D

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We face two key challenges

in Curing T1D

We must prevent, stop or reverse:

the loss of insulin-producing beta cells,

and the immune system’s attack on beta cells.

Curing T1D

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JDRF-funded breakthroughs in each area are

prompting leading scientists to say that cures

are not just possible, but achievable.

Thus, we are accelerating our work in Curing T1D

by focusing on the two areas that have

advanced dramatically over the last years:

Beta Cell Therapies

and

Immune Therapies

Beta Cell Therapies

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Through donor-funded research, we now know that:

When someone has T1D, their own body turns on itself,

attacking and destroying the beta cells that create insulin.

Understanding the role of beta cells -- was a

breakthrough.

If we can save beta cells, we can help cure T1D.

Beta Cell Therapies focuses on replacing

insulin-producing beta cells from outside sources

and on internally regenerating and protecting

existing beta cells.

Immune Therapies

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Research has shown that immune therapies can interact

with a person’s immune system, training it to combat

internal battles like cancer – or autoimmune diseases like

rheumatoid arthritis and T1D.

While T1D remains one of the only major autoimmune

diseases without an effective drug therapy,

we are getting close.

Immune Therapies focuses on ways to keep the immune

system from attacking and destroying beta cells, and to prevent the onset and advancement of T1D.

CureS

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T1D is a complex disease with many different causes and triggers, and

that impacts people differently.

We understand there will be more than one cure for everyone living with

the disease.

To ensure that supporters understand we are looking for cures that will

benefit us all, we are adopting the plural form of cures as

we talk about our work.

“JDRF is racing to find cures for T1D.”

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Improving Lives

Improving Lives

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As we are part of the T1D Community . . .

We understand the everyday struggles and stress that

come with this disease and that the challenges of living a

healthy and long life with T1D are very real.

We fight every day to advance research and technology

that can reduce the burden of living with T1D and keep

people as healthy as possible until we find cures.

We are striving to improve lives by driving research and

work in glucose control and complications – which

includes psychosocial well-being.

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Glucose Control Therapies

Less than 30% of people with T1D in the U.S.

consistently maintain target blood-glucose control

levels – meaning that 70% are at risk

of serious health issues.

Glucose Control focuses on helping those with T1D

manage glucose levels and overall metabolic balance,

including improved artificial pancreas technology,

developing next-generation insulins and developing new drugs that control glucose in novel ways.

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Complications Therapies

Complication Therapies focus on accelerating therapies

to prevent and treat kidney and eye disease and

improving psychosocial well-being.

40-60% of people with T1D experience eye disease

25-40% experience kidney disease

(both dependent on age of onset and duration)

We know that prevalence of suicide is higher among

young adults with T1D.

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Through research, advocacy and

community engagement,

JDRF is making daily advances in our fight to

Cure T1D and Improve the Lives

of those living with the disease today.

Questions?

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GROUP EXERCISE

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• Individuals, take 5-10 minutes to create a 60 second

elevator pitch telling the JDRF story.

• You will then share with your table and also discuss how this

process went. What was useful? What was challenging? You

will have 5-10 minutes for this.

• Please pick 1 person for your table to share the groups

findings.

Group Activity

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Group Share

• One of your tables

Elevator pitch

examples

• Questions? • Key learnings =

• What was useful

• Challenges

• Anything else?

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GIVE US YOUR

FEEDBACK

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• Jot down a word or phrase that best captures

how you feel about JDRF storytelling now that

you have been through this session

• Please use the session evaluation form in the app

to give us your feedback

We Want To Hear From YOU

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JDRF

IN OUR 50TH YEAR

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This Is Not A Celebration!

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Although 50 years is a critical milestone for

JDRF, it also represents a significant

amount of time passing without finding

cures for T1D.

Instead of celebrating we want to use this

opportunity to energize, drive and inspire

the JDRF community.

This moment must be used as a means of

focusing our energies, refreshing our

commitments, and strengthening our

resolve.

CELEBRATION

GRATITUDE

HOPE

COMMITMENT

DRIVE

The 50th Program Should

Integrate With Existing

2020 Marketing and

Fundraising Efforts

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50th anniversary content should be viewed as

an extra tool to achieve existing 2020

objectives.

With this in mind, 50th anniversary content

should co-exist and integrate with other

content and comms plans throughout 2020.

The 50th program can be appropriately used

to amplify marketing communications, and to

drive advocacy or donation efforts.

2020 Content Themes:

● National Holidays & Awareness

Events

● Research

● Advocacy

● Internal Comms

● Outreach, Education & Support

● Development

● Partners & Ambassadors

50th anniversary

2020 objectives

WRAP UP

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• The brand refresh was done in response to rising

inconsistencies across brand communications.

• The JDRF Brand Story, the heart of the Brand Platform, can

be summed up in a single word: Champion.

• JDRF messaging has been revised with Cures at the Core;

Reiterating JDRFs focus on Curing T1D and Improving Lives

• The JDRF story includes Research, Advocacy and

Community Engagement. All three work together to help us in

our fight to cure T1D and Improve the Lives of those living

with the disease today.

Key Takeaways

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Resources

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▪ JDRF Commitment Video

▪ Brand Training Modules

▪ Research Paradigm Training Recording

▪ JDRF Toolkit – 20-One Page Resources

▪ Supporter Overview

Resources can be found here:

JDRF Storytelling Resources

THANK YOU

jdrf.org

Refer to brand.jdrf.org for further

resources.

If you have any questions about

this material, please email

marcom@jdrf.org.