“The Pod Drop (Pod Change Theme Song)”

Type 1 diabetes (T1D) is often referred to as an “invisible disease” because it’s a medical condition that is not outwardly visible to others, even healthcare professionals.

In 2024, Insulet, a Boston-based MedTech company renowned for its life-changing Omnipod—a tubeless insulin delivery device—approached Porter Novelli with a clear objective: Make people living with T1D feel represented.

There are a lot of sounds surrounding type 1 diabetes—from peeling back the wrapper of a new Pod to tapping out the air bubbles in a syringe filled with insulin, and of course, the beep confirmation after you fill a Pod with insulin.

Porter Novelli paired award-winning music producer and YouTube sensation Andrew Huang with popular Podder® and content creator Lexie Peterson. The result was “The Pod Drop,” a catchy, one-minute electronic track constructed entirely from the sounds involved in changing an Omnipod that celebrates everyone in the diabetes community who has changed out their devices. It was the sound of managing T1D. And it slapped.

More than a year in the making, “The Pod Drop (Pod Change Theme Song)” launched on social media and became available on all major music streaming platforms. Suddenly, the invisible disease could be heard wherever music played—across Spotify, Apple Music, Amazon Music, more.

“The Pod Drop (Pod Change Theme Song)” delivered astounding results: over one million organic music video views/plays across social media channels (930,000+ views on Facebook, 62,000+ views on Instagram, 17,000+ views on YouTube), amounting to an astonishing 157 Days, 4 Hours, 45 Minutes watch/listen time!

Facebook saw the most views/plays, time spent watching per play, and total time spent watching the videos. Our research and insights show the T1D audience is 2.6x more likely (than U.S. general population) to be on Facebook, further cementing the success of this campaign.

And, most importantly, the community responded with 100 percent positive feedback, fulfilling the campaign’s goal of creating representation where there was previously none.