Genentech Collaborates with Damon Wayans and diaTribe to Raise Awareness of Diabetes-Related Vision Loss Through ‘All Eyes on DME’ Campaign
Genentech, a member of the Roche Group, has introduced a new awareness initiative aimed at addressing one of the most underrecognized complications of diabetes: vision loss. The campaign, titled All Eyes on DME, has been developed in collaboration with the advocacy organization diaTribe and seeks to bring widespread attention to Diabetic Macular Edema (DME) through an unconventional yet impactful approach—humor.
At its core, the campaign is designed to break down stigma, spark meaningful dialogue, and encourage individuals living with diabetes to prioritize their eye health. By combining storytelling, community voices, and humor-driven engagement, All Eyes on DME aims to transform how people perceive and discuss diabetes-related vision complications, ultimately motivating earlier intervention and proactive care.
A central figure in the campaign is Damon Wayans, whose involvement brings both visibility and relatability to the initiative. As a comedian and an individual living with Type 2 Diabetes, Wayans offers a unique perspective that blends lived experience with cultural influence. His participation underscores the campaign’s central message: that even serious health issues can be approached in ways that foster openness, connection, and understanding.
Wayans has spoken candidly about the role humor plays in navigating difficult circumstances. While acknowledging that laughter is not a cure for conditions like DME, he emphasizes its ability to create space for conversations that might otherwise feel uncomfortable or intimidating. For many individuals—particularly within communities where health discussions may be stigmatized—this approach can serve as an entry point to greater awareness and education. Wayans has also highlighted the importance of addressing disparities in health communication, especially as a Black man with diabetes and a family history of related conditions, noting that cultural barriers often prevent people from seeking timely care or even discussing their risks.
The urgency behind the campaign is grounded in stark public health realities. DME currently affects an estimated 750,000 people in the United States and is one of the leading causes of vision loss among individuals with diabetes. Despite its prevalence, awareness remains limited, and many patients do not fully understand the connection between diabetes and potential eye complications. Left untreated, DME can result in progressive and irreversible vision impairment, significantly affecting quality of life.
The burden of DME is not evenly distributed across populations. Research indicates that people of color are two to three times more likely to experience severe diabetes-related eye diseases, including DME. These disparities are driven by a complex interplay of factors, including access to healthcare, socioeconomic conditions, and gaps in education حول disease management. Compounding the issue is the fact that approximately 60% of Americans living with diabetes do not adhere to recommended annual eye examinations—an essential step in early detection and prevention.
Looking ahead, the scale of the challenge is expected to grow. Projections suggest that the number of people living with diabetes in the United States could reach 55 million by 2030. As the duration of diabetes increases, so too does the risk of developing complications such as DME. Without targeted interventions, this trend could lead to a significant rise in preventable vision loss, particularly in already vulnerable communities.
The All Eyes on DME campaign seeks to address these challenges by providing accessible, culturally relevant resources that empower individuals to take control of their eye health. Through its dedicated platform, AllEyesonDME.com, the initiative offers a range of tools and information designed to support both patients and caregivers. These resources include educational content حول the symptoms, causes, and risk factors associated with DME, as well as practical guidance on how to prepare for conversations with healthcare providers.
A key component of the campaign is the inclusion of real patient stories. By sharing firsthand experiences from individuals living with diabetes, the initiative aims to humanize the condition and highlight the importance of vigilance when it comes to vision care. These narratives serve not only as educational tools but also as sources of encouragement for others who may be hesitant to seek help or discuss their concerns.
Matthew Garza, Program Director at diaTribe, has emphasized the importance of addressing both awareness and access in tackling diabetes-related eye health challenges. He notes that for many people, eye care is often deprioritized due to competing demands, limited resources, or a lack of understanding about the risks. By leveraging humor and authentic community engagement, the campaign aims to shift perceptions and inspire individuals to take proactive steps toward protecting their vision.
From Genentech’s perspective, the initiative reflects a broader commitment to patient-centered care and health equity. Quita Highsmith, Vice President of Population Health at Genentech, has highlighted the importance of listening to patient experiences in order to identify and address barriers to care. She points out that closing gaps in health outcomes requires more than just medical innovation—it demands a deep understanding of the social and cultural factors that influence how people engage with healthcare systems.
The campaign builds on Genentech’s longstanding legacy in ophthalmology, which spans more than two decades of research, development, and patient support initiatives. Over the years, the company has played a significant role in advancing treatments and raising awareness حول vision-related conditions. With All Eyes on DME, Genentech is extending this legacy by focusing not only on treatment but also on prevention, education, and community engagement.
One of the defining features of the campaign is its multi-channel approach. By leveraging digital platforms, social media, and community partnerships, All Eyes on DME aims to reach diverse audiences where they are, using language and formats that resonate with their experiences. The inclusion of humor—particularly through Wayans’ contributions—helps to make the content more approachable and memorable, increasing the likelihood that key messages will be understood and retained.
Importantly, the campaign also seeks to normalize conversations about diabetes and its complications. Stigma and fear can often prevent individuals from acknowledging their risks or seeking care, leading to delayed diagnoses and poorer outcomes. By fostering an environment where people feel comfortable discussing their health, All Eyes on DME aims to create a ripple effect of awareness and action within communities.
The initiative ultimately underscores a simple yet powerful message: that vision loss from diabetes is not inevitable. With regular eye exams, early detection, and appropriate management, many cases of DME can be treated or even prevented. However, achieving this requires a collective effort—from healthcare providers, advocacy organizations, industry leaders, and, most importantly, patients themselves.
As the campaign continues to roll out, it represents a promising example of how creative approaches to health communication can drive meaningful change. By combining scientific expertise with cultural relevance and human storytelling, Genentech and its partners are working to ensure that more people understand the risks of DME and feel empowered to take action.
For individuals living with diabetes or those at risk, the message is clear: prioritizing eye health is an essential part of managing the condition. Through initiatives like All Eyes on DME, there is an opportunity to not only raise awareness but also to inspire a shift in behavior that could help prevent vision loss for countless individuals.
About Genentech in Ophthalmology
Genentech is researching and developing new treatments for people living with a range of eye diseases that cause significant visual impairment and blindness, including wet age-related macular degeneration (AMD), diabetic macular edema (DME), diabetic retinopathy (DR), geographic atrophy (GA) and other retinal conditions, including rare and inherited conditions.
About Genentech
Founded 50 years ago, Genentech is a leading biotechnology company that discovers, develops, manufactures and commercializes medicines to treat patients with serious and life-threatening medical conditions. The company, a member of the Roche Group, has headquarters in South San Francisco, California.
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