Sanofi-Aventis US is rolling out a consumer campaign for its Lantus SoloStar pen aimed at getting people with type 2 diabetes to think differently about insulin.
Dubbed “I Chose,” the effort is launching with print ads and a website ( TV ads will launch later in the year, as will social media components. Euro RSCG Life is handling creative.

The key insight behind the campaign, said Charlene Leitner, senior director, diabetes marketing at Sanofi-Aventis US, was that negative impressions of insulin impede many sufferers from getting the treatment they need.

“Many are fearful even to start insulin, so they just avoid going on it when they may not have an A1C level that’s in control” said Leitner. “

The website features testimonials from patients who overcame their reluctance to use insulin to manage their diabetes.

Meanwhile, Novo Nordisk launched an online photo contest to promote its FlexPen, inviting users to submit photos showing the paces they’ve taken the device. In keeping with the franchise’s racing theme, the grand prize is a trip to the Firestone Indy Lights Championship Race in Miami, FL. Users can submit their pics at through July 18, and visitors to the site can vote on contest entries between August 8 and 29. There’s also a Race Charlie Kimball game and video featuring the racecar driver, who has type 1 diabetes and drives the No. 26 Levemir FlexPen car.

Creative for the campaign was handled by Big Communications, while PR was handled by Marina Maher Communications.