When Ascensia Diabetes Care was launching their new CONTOUR NEXT meter, we knew we had to do more than a product launch. We saw an opportunity to go beyond the solution and set the record straight about what it's like to live with Diabetes. Debunking popular myths and tapping into the insight that managing Diabetes is a lot like managing a fitness routine, we developed an integrated campaign to show Canadians you really can live a remarkable life with Diabetes. Through online resource www.poweredbyaccuracy.ca, we leveraged Head Coach and NHL player Max Domi who was diagnosed with the disease at age 12. We reached more than 50 million Canadians affected either directly or through their families, exceeding every target.