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It’s a bird, it’s a plane, it’s Insulet’s new comic book superhero.

The medical device company partnered with Marvel Comics to launch a comic book that aims to represent people with type 1 diabetes.

Insulet, which manufactures the insulin pump Omnipod 5, designed “Dyasonic,” a superhero character who lives with type 1 diabetes. The comic book was unveiled on Wednesday morning.

The story takes readers through Dyasonic’s journey as she attempts to battle the obstacles of the illness, receives an insulin pump and ultimately transforms her type 1 diabetes into a strength.

The comic book builds upon Insulet’s past work that seeks to go beyond traditional pharma advertising and embed more deeply into popular culture, according to Lucas Escobar, director of the company’s consumer marketing.

“One of the areas of focus and importance for us is representation — making sure people feel seen and represented in different places in culture,” Escobar noted. “It’s hard to achieve that with just plain old ads.”

Insulet is no stranger to experimenting with its consumer marketing. Recently, it launched an Omnipod Bay on Nintendo’s video game Animal Crossing. Last summer, the company rolled out The Pod Drop, a campaign that repurposed the sounds of an Omnipod change — from peeling the wrapper to the beep confirming it’s been filled with insulin.

“Ultimately, the objective is to create campaigns in all these different areas of culture and find places to meaningfully connect with people,” Escobar said.

Despite concerted efforts by health brands, representation of people living with chronic conditions like diabetes remains scarce in mainstream media like movies, TV shows and books. According to an Insulet survey, 94% of people living with type 1 diabetes believe it’s important to be represented in culture. However, more than half said they rarely or never saw that representation.

With the goal of having a broader impact on culture, partnering with a big name like Marvel was a no-brainer. In addition, the writer of the comic, Paul Allor, lives with type 2 diabetes and has firsthand experience in managing the condition.

“From the very beginning, we felt that the Marvel team and the writer of Dyasonic [aligned in our mission],” Escobar said. “The doctor in the story is inspired by [Paul]’s doctor, and there’s a lot of that authenticity and magic from the Marvel team as well, which has made the process a wonder throughout.”

Marvel has also utilized its creative might and cultural sway to boost health brands in the past. In 2021, Marvel, Allegheny Health Network and Doner created The Vitals: True EMS Stories, the second in its series of comic books celebrating the achievements of healthcare professionals during the COVID-19 era.

One year later, Pfizer and BioNTech announced a collaboration with Marvel to celebrate everyday citizens protecting their communities by receiving a COVID booster shot. 

While the Insulet comic book is designed to be easily digestible for kids and teenagers, it also carries weight for adults, with plenty of storytelling layers, symbolism and metaphors, Escobar explained. In one example, the villain in the story feeds off characters’ emotions, almost as if the villain is the one that “lives inside you when you’re struggling with diabetes,” he said.

Looking ahead to the future, Insulet plans to explore more opportunities with Marvel and the superhero genre. The goal is for such initiatives to spark conversations among people with type 1 diabetes, as well as for them to share the book with others to help educate them about what it’s like living with the disease. 

Insulet believes it may hold more staying power than a traditional video or ad.

“There’s a million ways to bite the apple, but when you create campaigns that are inserted naturally in places where people are in pop culture — whether it’s music, movies, video games, comics or TV — it’s important, and it drives that representation in a meaningful way,” Escobar said.