DEXCOM lessens the load of diabetes management in new campaign via The Fuel Agency

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Diabetes management brand DEXCOM has teamed up with The Fuel Agency to launch a new campaign for its DEXCOM G6 product – a continuous glucose monitor that empowers people to manage type-1 diabetes.


The campaign insight centres on the relentless mental and physical load endured by type-1 diabetes patients and their carers (often parents and family members).

Says Tim Kidman, CEO at The Fuel Agency: “Diabetes doesn’t sleep. Whether you’ve got type-1 diabetes, or are the carer for someone who does, the mental load of constantly managing blood glucose levels is immense. We wanted to show that the power of Dexcom G6 isn’t just the wealth of information it provides – it’s in giving you the space to live and rest without thinking about diabetes.

“We are thrilled to launch this campaign for Dexcom G6 because we believe it has the potential to make a real difference in the lives of people with type-1 diabetes.”

The Dexcom campaign depicts glimpses of everyday moments that all hold deeper significance for people living with diabetes: getting up in the morning, deciding what to eat, and even a child’s bedtime often being moments where monitoring and checking blood glucose levels are critical. Speaking to both adults, and parents of children, with type-1 diabetes, the campaign reminds them that while diabetes never sleeps, they’re able to rest easy with the Dexcom G6.

Says Hanin Jones, senior marketing manager at Dexcom: “Even simple things like deciding to exercise or eat can have huge impacts on a person with type-1 diabetes. Fuel’s idea didn’t just talk to the Dexcom G6’s ability to continually monitor glucose and send alerts; it reclaimed these little moments and showed how the product can truly be life-changing.”

The Dexcom G6 campaign was produced by Truce Films and directed by Prad Sen, with stills by Job Webb and includes TVC, radio, digital and social assets.

A pioneer and global leader in continuous glucose monitoring since 1999, Dexcom appointed The Fuel Agency in 2022. Visit for more information on the Dexcom G6, or for more information on The Fuel Agency visit or email

Agency: The Fuel Agency
CEO: Tim Kidman
Creative Director: Ben Growns
Group Account Director: Ken Chow
Senior Account Manager: Taylor Watkins
Senior Account Manager: Heather Jaboor
Head of Digital: Anthony Edge
Head of Design: Kerry Thoonen
Designer: Marta Siwecka
Creative Services Manager: Mark Button

Production: Truce Films
Director: Prad Sen
Executive Producer: Elise Trenorden
Producer: Fiona Dunn
Production Manager: Jess Chapman
DOP: Joey Knox
Stills Photographer: Jon Webb

Client: Dexcom / AMSL Australia
Senior Marketing Manager – ANZ: Hanin Jones
Brand Manager – Diabetes: Amr Saad
Digital Marketing Lead: Tessa Cassettari
Marketing Project Specialist – Diabetes: Isabella Thomas
Marketing Manager (APAC and LATAM): Joan Mendoza