Insulet (NSDQ:PODD) announced today that new features set to debut on Nintendo’s Animal Crossing video game are inspired by people with diabetes.
Acton, Massachusetts–based Insulet aims to promote representation and inclusion for the diabetes community through an activation on Animal Crossing: New Horizons.
Starting today, Feb. 17, players can download design codes to access custom outfits that allow them to wear an insulin pump or carry an accessory bag for their diabetes supplies. The game will also feature Omnipod Bay, a diabetes-themed island for players to visit that features adventures, surprises and experiences while promoting advocacy organizations such as JDRF, Beyond Type 1, Children with Diabetes and Kyler Cares Foundation.
Omnipod Bay offers an obstacle maze, a scavenger hunt, a performable concert, swimming in the “A1 Sea,” a play on HbA1c and a hidden lounge for users to discover, all with the aim of increasing representation for people with diabetes.
According to a news release, a recent survey conducted on behalf of Insulet found that 94% of people with type 1 diabetes find it important to see people with diabetes accurately represented in culture and society, but 51% of respondents said they rarely or never saw such representation.
“Representation of people with diabetes is important to us, so we looked for an opportunity to make diabetes part of everyday culture,” Insulet Chief Marketing Officer Lei Mercado said in the release. “We worked closely with the diabetes community, leading advocacy groups, and gamers to see how we could educate others. Our hope is that the Animal Crossing integration will help people with diabetes feel more included, connected, and seen in a fun and engaging way.”
The announcement of Insulet featuring on the popular video game follows last month’s confirmation that the FDA cleared the company’s next-generation Omnipod 5 wearable insulin delivery pump.