Insouciant is the attitude that Malaysians had towards diabetes, a major public health concern. So Ascensia Diabetes Care, a global company dedicated to delivering innovative products and solutions to people with diabetes, wanted to foster and deepen relationship with their audience in Malaysia to bring about more awareness to this chronic disease. WE! created a social strategy that lived up to their commitment to make a difference for people with diabetes. Using “quality of life” as the content narrative, WE! developed a holistic approach from the point-of-view of the people with diabetes that led to topics that derived from their attitudes towards the disease.