JDRF Children’s Congress 2023

Background: Every other year, Breakthrough T1D — formerly JDRF, the leading global type 1 diabetes (T1D) organization — hosts Children’s Congress, a powerful advocacy tradition in which children living with T1D travel to Washington, D.C., to meet with lawmakers and champion critical legislation. In summer 2023, more than 160 youth Delegates from across the U.S. gathered to advocate for continued funding of the Special Diabetes Program (SDP) — a $160 million federal research initiative — and broader access to affordable insulin.

As part of its longstanding pro bono partnership with Breakthrough T1D Illinois, Zeno Chicago led local media relations to amplify the voices of the Illinois Delegates, increase visibility for Children’s Congress and build awareness of the organization’s advocacy and fundraising mission.

Execution: Zeno developed a targeted Chicago media strategy anchored in human-interest storytelling, with a focus on the Illinois Delegates’ personal journeys and policy goals. By leveraging strong local media relationships, the team secured meaningful coverage that honored the legacy of Children’s Congress while highlighting Breakthrough T1D’s role in advancing national research policy and inspiring donor engagement.

Impact: Zeno’s efforts elevated Breakthrough T1D Illinois’ visibility as a national T1D advocacy leader and affirmed the Illinois chapter’s local relevance. A standout achievement was securing an in-depth evening segment on WLS-TV (ABC Chicago, IL) — featuring a live interview between two of the station’s top anchors and Breakthrough T1D Illinois Executive Director Michael Mayberry.

The segment showcased the Delegates’ advocacy work, the announcement of renewed $170 million in federal funding, the organization’s broader mission and the Illinois chapter’s upcoming fundraising efforts. The story was amplified across ABC7’s website and social media channels and syndicated to national news aggregators — generating far-reaching visibility and boosting fundraising momentum beyond the Chicago market.