Breaking the stigma around diabetes with a podcast

Despite the growing number of people living with diabetes, awareness and understanding of the condition remain limited. Even in 2025, many misconceptions persist, particularly regarding the causes and the role of lifestyle – and surprisingly, even among those with diabetes. To address this, we created the podcast series ‘Let’s Talk Diabetes!’ for Abbott to educate and raise awareness among the broader public. 

How well do we really know diabetes?  

This project started with an in-depth study conducted by iVOX among 3,000 Belgians. The results revealed a surprising level of misunderstanding and confusion about diabetes:

• 51% of Belgians don’t know how diabetes develops. 
• 31% mistakenly believe that diabetes can be cured. 
• 1 in 3 Belgians wrongly thinks an unhealthy lifestyle always causes diabetes. 
• Even people with diabetes often have misconceptions about their own condition.

These statistics call for action. They highlight the urgent need to increase awareness, break down stigma, and share accurate information about diabetes. 

An honest and nuanced perspective 

At Living Stone, we believe in the power of storytelling to educate and inspire. That’s why we were proud to help Abbott create the podcast series ‘Let’s Talk Diabetes!’. These podcasts are designed to raise awareness and provide an honest and nuanced perspective on living with diabetes. 

Each episode combines personal stories from people living with diabetes with insights from experts. Together, they shed light on different aspects of the condition, helping to foster understanding and debunk misconceptions. 

For everyone who wants to know more 

The podcast’s audience is broad: people living with diabetes, as well as their families, friends, and acquaintances. After all, 6 in 10 Belgians know someone with diabetes. 

The first episode covers a key topic: diabetes and mental well-being. How does diabetes impact daily life and mental health? Other episodes explore topics such as young people with diabetes, balancing diabetes and a career, and practicing sports with diabetes. 

‘Let’s Talk Diabetes!’ is available in Dutch and French on Spotify, Apple Podcasts,
and YouTube. 

Listen to the podcast: