Abbott’s Bold Campaign: Fighting Bias, Sparking Change
Their campaign doesn’t just raise awareness—it challenges stereotypes and sparks real conversations.
In a world where brands fight for attention, Abbott has done something different. Instead of flashy ads or celebrity endorsements, they’ve launched a campaign that tackles a real issue: the stigma around diabetes. And they’ve done it in a way that’s both thought-provoking and unexpectedly engaging.
Turning Bias into Awareness
Abbott’s “Above The Bias” campaign is more than just another corporate social responsibility initiative. It shines a spotlight on the everyday prejudice faced by people with diabetes. From assumptions about what they can or can’t eat to outdated views on their abilities, the campaign doesn’t sugarcoat the problem—it calls it out directly.
This isn’t a guilt-trip ad, though. Abbott has found a way to balance the serious message with a light touch. The campaign uses personal stories, social media engagement, and an interactive component that gets people thinking without feeling lectured. By mixing education with relatability, they’re making the conversation more accessible.
🎞️ Watch Above Bias short film 👇
Purpose with a Punch
What makes this campaign stand out is its boldness. Many brands dabble in purpose-driven marketing, but Abbott isn’t playing it safe. The campaign doesn’t just nod at the issue—it challenges perceptions head-on. This kind of storytelling gives the brand a credibility that many purpose-led campaigns struggle to achieve.
What Brands Can Learn
Abbott’s approach is a reminder that purpose-driven marketing isn’t about slapping a feel-good message on an ad. It’s about understanding the audience, speaking to a genuine issue, and making an impact.
This campaign proves that serious messages don’t have to be heavy-handed. A little creativity, the right balance of emotion, and a strong call to action can turn a marketing campaign into something bigger—something that actually shifts perceptions.
For brands looking to do the same, the takeaway is clear: Don’t just talk the talk. Be bold, be real, and make it matter.
See you next week 👋🏼