I created this video for the launch of a new diabetes therapy as part of a medical conference booth. For patients living with diabetes, there comes a time when diet, exercise and oral medication are no longer enough to control their disease. The transition to injectable therapy is challenging, though. Feelings of failure, fear of needles, and the added complexity of an injectable regimen are significant hurdles for patients. Trulicity is a once-weekly injection with an easy-to-use push button pen that helps them get the help they need.