'We'd like to invite our Upper Class Diabetics to board first.'
'Thank you for your patience. We'd like to invite our Premium Diabetics to board'
'Are you guys still here?'
'K, I guess you test strip users can get on board'
It's Super Bowl weekend! and all the talk on Diabetes Social Media is of Nick Jonas and the Dexcom ad'. That's not entirely unexpected. I remember the first diabetes tech ads on UK TV causing much discussion, so it seem natural that one of the most expensive advertising slots in the world would attract some interest when diabetes tech is featured.
I watched the ad' earlier, following a JDRF UK tweet which suggested the impossibly good-looking Jonas was bringing Type 1 Diabetes awareness to the Super Bowl. That tweet is here if you'd like to read it.
Let's watch the commercial!
If you're using your phone and the video isn't embedded above then you can watch the video here
What do you all think? Are the unaware of Type 1 Diabetes viewers going to be woke?
Possibly!
Firstly, type isn't mentioned here. Just 'Diabetes' which, on it's own, is fine IMO. Perhaps all types of diabetes can benefit by using tech. I have T1D. It isn't mentioned. So bringing awareness of my condition to the Super Bowl viewers isn't really happening. Indeed, it might be argued that the ad' is damaging and breeding the ignorance that all diabetes types are the same. We know they're not. That's not throwing any type of diabetic under the bus, it's simply a fact. JDRF UK is a Type 1 Diabetes charity, remember.
Next up! "Finger sticks, really?" says the heartthrob. Yes! REALLY! What a horrible piece of marketing to the US viewers who are struggling to buy their insulin, rationing their life saving drugs AND their finger sticks. Can you imagine settling down to watch the game and, after taking your second and last finger prick of the day because that's all you can afford, you're greeted by Jonas. Finger sticks, really?
Wow.
I know it isn't down to the CGM company in the ad' to reduce the prices of insulin and test sticks and everything that goes along with having diabetes (any type). But it isn't alright to openly mock those who rely on those things to get by. Not by choice, remember. Many Americans (and nationals of other countries) buy what they can afford for their health. A CGM can be a luxury which is currently unobtainable for many.
I see this "class" system in various aspects of diabetes. Fortunately, in the UK we appear to have sights on a level playing field, thanks to the likes of Prof Partha Kar OBE. But in America and other countries? I can only imagine the thoughts of "What fresh hell is this?" when you watch that commercial and you're struggling to afford the diabetes meds and tech that you need.
Finger prickers, I love you guys. Don't give up fighting for the things you need at affordable prices. You're NOT a 2nd class diabetic.
