Genentech announced the launch of "All Eyes on DME," a new multi-channel awareness campaign aimed at destigmatizing diabetes-related vision conditions and encouraging proactive eye care. Developed in partnership with advocacy organization diaTribe, the initiative uses humor, storytelling and community voices to spotlight diabetic macular edema (DME).

The campaign features comedian Damon Wayans, who lives with Type 2 diabetes, blending his signature humor with personal reflections on managing the disease. Through candid storytelling, Wayans aims to break down barriers that often prevent open conversations about health—particularly within communities disproportionately affected by diabetes.

“Laughter is a powerful medicine,” Wayans said in a statement. “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. 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.”

The All Eyes on DME campaign leverages humor as a cultural connector to drive engagement and encourage action. Alongside Wayans, the initiative features real patient stories that highlight the importance of prioritizing eye health and navigating life with diabetes.

“For many living with diabetes, eye health can sometimes take a backseat due to a lack of awareness and lack of access to the tools that prevent and treat diabetes-related eye complications,” said Matthew Garza, Program Director at diaTribe. “By co-creating authentic content with the diabetes community, and using the strength of laughter to spark dialogue, our goal is to uplift people to take early action and work together with their care team.”

The campaign’s hub, AllEyesonDME.com, offers educational resources including information on symptoms, risk factors and causes of DME, as well as tools to help patients prepare for conversations with their doctors. Visitors can also explore firsthand accounts from individuals living with diabetes, providing insight into managing the condition and protecting vision.