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Lila Moss, Omnipod and Calm join forces to create free wellbeing resources designed for people living with diabetes
- Thea Chippendale
- 1 day ago
- 4 min read
Healthcare campaigns have traditionally centred around the physical realities of living with a condition. For diabetes brands, that has often meant talking about blood sugar management, insulin delivery and the latest technology designed to make everyday life easier. While those advancements remain incredibly important, they rarely acknowledge another side of the condition that many people experience every single day: the emotional weight that comes with constantly having to think about it.
That’s what makes Omnipod’s latest collaboration with mindfulness platform Calm feel so considered. Rather than launching another campaign focused on its technology, the insulin pump brand has partnered with the meditation app to create The Mind in Range Collection, a series of free mindfulness resources designed specifically for people living with diabetes. The collection includes guided meditations, breathing exercises and a new Calm Sleep Story narrated by model and type 1 diabetes advocate Lila Moss, who has spent years openly sharing her own experience of living with the condition.
At first glance, Calm and Omnipod might not seem like the most obvious pairing. One has built its reputation helping millions of people sleep better, reduce stress and practise mindfulness, while the other develops medical technology that simplifies insulin delivery. Together, however, they address two parts of the same experience.
People who don't live with diabetes every day might assume that all people dealing with the condition have to think about is their insulin pumps or glucose monitors, but in reality, it's a condition that requires constant planning, decision-making and mental energy, often leaving people managing an invisible emotional burden alongside the physical demands of the condition. Rather than trying to position its technology as the answer to every challenge people with diabetes face, Omnipod has recognised where another brand already has credibility and expertise, creating a partnership that feels driven by genuine understanding rather than marketing opportunity.
The launch comes as growing attention is being paid to the emotional impact of living with diabetes. According to global research commissioned by Insulet, 66% of people with diabetes and 46% of caregivers report poor-quality sleep because of diabetes-related stress and anxiety, while 62% of people with type 1 diabetes and 60% of those with type 2 diabetes say they want more support that includes mental health and mindfulness. The findings help explain why Omnipod has chosen to partner with a brand like Calm rather than focusing solely on another product-led campaign.
How Omnipod and Calm created a mindfulness collection designed around the realities of living with diabetes
The campaign centres on The Mind in Range Collection, a suite of free wellbeing resources available through Calm, created specifically for people living with diabetes, their caregivers, and healthcare professionals. Alongside Lila Moss’s narrated Sleep Story, the collection includes guided meditations to help people manage moments of stress and overwhelm, along with breathing exercises that can be used throughout the day whenever they need a pause to reset.
The thinking behind the campaign is rooted in a challenge that often receives far less attention than the physical management of diabetes itself. Insulet’s research found that many people living with diabetes experience significant emotional strain, with diabetes-related stress affecting everything from sleep quality to overall wellbeing. Rather than responding with another product innovation or educational campaign, the brand has chosen to create something that people can incorporate into their everyday routines, recognising that caring for someone’s wellbeing sometimes means offering support beyond the moments when they’re actively using your product.
Making the collection freely accessible also strengthens the campaign. By removing barriers to access, Omnipod has positioned the initiative as a resource for the wider diabetes community rather than something reserved exclusively for its own customers, helping the partnership feel genuinely supportive rather than overtly promotional.
Why Lila Moss brings authenticity to the Calm and Omnipod campaign
We cover many celebrity partnerships in the newsletter as they seem to be everywhere at the moment, but they don’t always make a significant impact or have enough substance to create a meaningful campaign. However, this campaign perfectly aligns with the content that it's trying to convey and what Lila Moss is known for.
Having lived with type 1 diabetes since childhood, Moss has become one of the most recognisable public advocates for raising awareness around the condition. In 2021, she made her runway debut, closing at Milan Fashion Week for Fendi and Versace, with her insulin pump proudly on display. And she's not stopped there, throughout her modelling career she's consistently chosen not to hide her insulin pump on photoshoots and other runways, helping to normalise conversations around diabetes while encouraging others to feel more confident about living with the condition themselves. That history gives her involvement a level of authenticity that simply couldn’t be recreated through a traditional ambassador campaign.
It also helps that the collaboration reflects her own experiences rather than asking her to deliver a scripted marketing message. In interviews surrounding the launch, Moss spoke openly about already using Calm before going to sleep, as well as relying on breathing exercises to help her feel present during more overwhelming moments. Those personal habits naturally connect with the resources included in the collection, making her role feel like an extension of the advocacy work she’s already known for rather than a standalone commercial partnership.
Why The PR Insider loves this partnership
What stood out most to us about this partnership wasn’t simply the celebrity involvement or the fact that two well-known brands had joined forces; it was that this partnership starts with a genuine audience insight, which, a lot of the time, at the moment, a lot of campaigns simply don't.
Rather than asking how it could create another campaign around its insulin pump, Omnipod identified a need that existed alongside its product and found the right partner to help address it. Calm already has the trust and authority to support people’s mental wellbeing, while Lila Moss brings lived experience that allows the campaign to feel personal rather than performative. Each element strengthens the others because every partner has a clear and authentic role within the story.
It’s also a reminder that some of the most compelling campaigns don’t try to make a product the centre of every conversation. Sometimes, the strongest brand storytelling comes from recognising the wider experiences surrounding your audience’s lives and creating something genuinely valuable in response. By focusing on the emotional realities of living with diabetes rather than solely the medical ones, Omnipod has created a partnership that feels thoughtful, relevant and, above all, useful.
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