Zuellig Pharma: Empowering Youth with Type 1 Diabetes

Young people living with Type 1 Diabetes in Cambodia face limited access to care and little peer support, and the condition is poorly understood by the public. Zuellig Pharma's collaboration with Action4Diabetes (A4D) aimed to change that by driving access to diabetes care and supporting peer-led community building.

The company also wanted its social initiatives recognised, so that its reputation as a trusted healthcare provider rested on visible impact rather than corporate statements. World Diabetes Day offered the moment; the challenge was to earn genuine coverage.

Ruder Finn Era developed a media strategy for Cambodian audiences that put the young people first. Rather than announcing a partnership, the team told authentic stories from HelloType1, the peer-support initiative in which youths with Type 1 Diabetes build confidence together through football, cooking and hiking.

That human focus gave journalists something worth covering, and the resulting stories highlighted Zuellig Pharma's role in advancing diabetes care and promoting public health without the company having to say so itself. Stakeholder engagement with the partner organisation and the young people involved ensured every story was told with their consent and in their own words.