Mediaplus Italia signs the media strategy for Dexcom's first campaign in Italy dedicated to continuous glucose monitoring.

27.10.2026

Starting October 26, the multi-channel campaign planned by Mediaplus Italia transforms an apparently complex technology into a relatable, contemporary and human story, centred on the everyday lives of people living with diabetes.

Milan, October 26, 2026 – Mediaplus Italia, the media and digital marketing agency of the House of Communication, has developed the integrated media strategy for Dexcom’s first communication campaign in Italy. Dexcom is a company specializing in continuous glucose monitoring (CGM) systems. The campaign aims to increase awareness of CGM and the role this technology can play in the daily management of diabetes.

The strategy developed by Mediaplus combines video, audio and social media with geo-targeted activations to bring the campaign message to the most relevant contexts and territories. The campaign will culminate on November 14, World Diabetes Day, serving as its key milestone and an opportunity to further raise awareness of continuous glucose monitoring.

“We are excited, but above all proud, to support Dexcom and accompany the brand on its growth journey. When the message is this important, our role is to ensure it receives the space and attention it deserves. Through a daily, open and ongoing dialogue with the Dexcom team, we have built this strategy together, starting from a clear choice: not to compete on volume, but to build relevance through the quality of the contexts.” -comments Greta Bottini, Chief Growth Officer at Mediaplus Italia.

The campaign presents a contemporary narrative around continuous glucose monitoring, placing it within an everyday and easily relatable context. Travel serves as the campaign’s storytelling framework, illustrating the role of technology in diabetes management, together with the ability to view glucose trend data through compatible devices, including smartphones and smartwatches.

At the heart of the campaign is the possibility of tracking glucose levels throughout the day, transforming this information into a tool for greater awareness in the everyday lives of people living with diabetes.