Genentech has launched a new public awareness initiative, All Eyes on DME, aimed at improving understanding of diabetic macular edema (DME) and encouraging earlier engagement with eye care – particularly among underserved communities.
Developed in partnership with patient advocacy organization diaTribe, the campaign takes an unconventional approach by using humor to address stigma and spark conversation around diabetes-related vision loss. Actor and comedian Damon Wayans, who lives with type 2 diabetes, fronts the initiative, sharing his personal experience to help normalize discussions around eye health and disease risk.
“Laughter is a powerful medicine. Of course, a few jokes can’t cure DME, but when we find humor in tough situations, it can be easier to engage in important conversations,” Wayans said in a recent press release. “As a Black man living with diabetes and a family history of related health conditions, I am very familiar with the hesitancy to open up about health. I also didn’t originally understand the risk of vision loss with diabetes, which is why I want to use this opportunity to break down those walls and create space for us to educate and learn from each other”
DME affects an estimated 750,000 people in the US and remains a leading cause of vision loss among individuals with diabetes. However, awareness and screening uptake remain suboptimal: around 60% of Americans with diabetes reportedly miss their recommended annual eye examinations. The burden is also disproportionately higher in certain populations, with people of color two to three times more likely to develop vision-threatening complications.
The campaign seeks to address these gaps through a multichannel strategy combining patient storytelling, educational content, and practical resources. A dedicated website offers information on DME symptoms and risk factors, alongside tools to support more effective conversations between patients and clinicians.
The initiative highlights ongoing challenges in patient engagement and adherence to screening recommendations. By focusing on culturally relevant messaging and lived experience, the campaign aims to reach populations that may be less engaged with traditional healthcare communications.
Genentech says the program builds on its broader commitment to addressing disparities in vision care and promoting earlier intervention in chronic retinal diseases. Quita Highsmith, Vice President of Population Health at Genentech, said: “We are igniting a crucial conversation with this campaign, and we will build on this foundation to ensure those who are impacted by or at-risk for DME have the knowledge and access to protect their eye health.”
With diabetes prevalence continuing to rise – projected to affect 55 million Americans by 2030 – the need for scalable, patient-centered awareness efforts is becoming increasingly urgent.
Source: Genentech.
