New Ascensia Campaign Featuring Max Domi Set to Light It Up for Canadians Living with Diabetes | Cossette

New Ascensia Campaign Featuring Max Domi Set to Light It Up for Canadians Living with Diabetes


TORONTO, August 29 - Ascensia Diabetes Care Canada, in partnership with professional hockey player Max Domi, announced the launch of the Light it Up campaign, designed to raise awareness of the new CONTOUR® NEXT ONE blood glucose meter and App system and help Canadians better manage their diabetes. For the third consecutive year, Domi is working with Ascensia to share his incredible story, so that it can inspire and educate Canadians about living with diabetes.

Developed by Cossette, the Light It Up campaign features Domi running through a dark street while passing by a series of scenes, each representing a challenge to a person managing diabetes. Each scene is also illuminated in a single colour light that represents the corresponding light that would appear on the CONTOUR® NEXT ONE meter. Yellow is high, red is low and green is right on target.

“I have been living with diabetes for almost my entire life and thanks to my family, healthcare professionals and the right tools, I have never let diabetes stand in the way of crushing my goals, says Domi. “I want all Canadians - adults and kids – living with diabetes to feel empowered to take control and not let diabetes be a barrier to their success. Partnering with Ascensia has given me the opportunity to share my story and connect with individuals from all walks of life to make a difference.”

About Cossette
Cossette is a fully integrated marketing communications agency offering a full range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy Magazine, is a Platinum-Level Aon Hewitt Best Employer, and is on Ad Age Magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit