Here’s a team up we didn’t see coming Insulet is partnering with Nintendo’s Animal Crossing New Horizons to help raise diabetes awareness. Specifically, the collaboration will celebrate representation and inclusion for the diabetes community.
Animal Crossing is described as a social simulation game. Players control a human who lives in a village inhabited by various anthropomorphic animals and can do various activities like fishing, bug catching, and fossil hunting.
Insulet has developed the Omnipod Insulin Management System, which provides an alternative to traditional insulin delivery methods. The company just FDA clearance for Omnipod 5 for individuals aged six years and older with type 1 diabetes in January.
Here’s more on how the collaboration between the two will work. Animal Crossing players using the Nintendo Switch gaming system can download design codes to access custom outfits that let them wear an insulin pump or carry an accessory bag for their diabetes supplies. They can also visit Omnipod Bay, a family-friendly, diabetes-themed island created by Insulet, which include booths promoting awareness for advocacy organizations like JDRF, Beyond Type 1, Children with Diabetes, and Kyler Cares Foundation.
According to a release from Insulet, in addition to selecting one of the outfits, players can visit Omnipod Bay to navigate an obstacle maze, take part in a scavenger hunt, perform in a concert, swim in the A1 Sea (a play on A1c, also known as HbA1c or hemoglobin A1c, which is your average blood sugar levels over the past 3 months), discover a hidden lounge, or snap selfies at one of the other community-inspired sites sprinkled throughout the island.
“Representation of people with diabetes is important to us, so we looked for an opportunity to make diabetes part of everyday culture,” said Lei Mercado, Chief Marketing Officer of Insulet Corporation. “We worked closely with the diabetes community, leading advocacy groups, and gamers to see how we could educate others. Our hope is that the Animal Crossing integration will help people with diabetes feel more included, connected, and seen in a fun and engaging way.”
During a stream on Thursday, JDRF’s Game2Give a partnership with video game players, streamers, and developers to raise money to fight type 1 diabetes, gave a tour of the virtual island.
The streamers also showed off costumes and items inspired by the diabetes community. The streamers took part in competitions to raise funding for diabetes research. The streamers also talked about their journeys being diagnosed with diabetes.
This isn’t the first time a diabetes management company has reached outside of medtech for a collaboration. Dexcom had Super Bowl commercials in 2021 starring multi-platinum recording artist, actor, and philanthropist Nick Jonas, who was diagnosed with Type 1 diabetes at the age of 13. The ad called for better care for people with diabetes using continuous glucose monitoring (CGM) systems like Dexcom's G6.