As someone who is inundated with the Jonas Brothers by my children and their friends, I was surprised how refreshing Nick Jonas' contribution to childhood diabetes was when he lent a hand to Bayer's resource site, NicksSimpleWins.com. Bayer has always been an innovator in diabetes monitoring devices, and has been visibly and effectively leveraging social media as a company.
Bayer had already established SimpleWins for people living with diabetes. Tapping Nick Jonas was a very purposeful nod toward being more relevant, and adding value, to children and teens with diabetes. Debunking the stigma, Nick embraces the teen or "screenager" tendency towards social connectivity and expressionism to make managing diabetes more hip. This includes the "Express Your Simple Wins" contest and color-skins for Bayer's monitoring device. In addition to submitting your own story to share, Nick also invites connectivity with his Facebook page for sharing your custom diabetes "dog tags" and his own cause page on Facebook.
All in all, this is a nice example of a integrated disease state and product initiative, rooted firmly in audience insights and executed with relevancy and value to their target audience. Nice job!
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