Genentech Teams Up With Damon Wayans and diaTribe for ‘All Eyes on DME’ Campaign on Diabetes Vision Loss
Genentech, a member of the Roche Group, has launched a new awareness initiative titled “All Eyes on DME,” a campaign designed to educate and empower individuals affected by or at risk of diabetic macular edema (DME). Developed in collaboration with diabetes advocacy organization diaTribe, the campaign takes a distinctive and culturally engaging approach by incorporating humor to break down stigma and encourage open conversations about diabetes-related vision loss.
At the heart of the campaign is renowned comedian and actor Damon Wayans, who brings both his signature humor and his personal experience living with type 2 diabetes to the initiative. By sharing his own journey, Wayans helps humanize the condition and make discussions about eye health more approachable—particularly in communities where such topics may often be avoided or misunderstood.
DME is a serious and increasingly common complication of diabetes, affecting approximately 750,000 people in the United States. It occurs when high blood sugar levels damage the blood vessels in the retina, leading to swelling in the macula—the part of the eye responsible for sharp, central vision. Left untreated, DME can result in significant vision impairment or even blindness. Despite its severity, the condition often remains underdiagnosed and overlooked, largely due to a lack of awareness and routine eye care.
The “All Eyes on DME” campaign aims to address this gap by encouraging people to prioritize their vision health and seek regular eye examinations. This message is particularly urgent given that nearly 60% of Americans with diabetes do not follow through with recommended annual eye exams. Early detection is critical, as timely intervention can slow or even prevent vision loss.
A key focus of the campaign is addressing disparities in health outcomes. Research shows that people of color are two to three times more likely to develop serious vision complications from diabetes, including DME. These disparities are driven by a combination of factors, including limited access to healthcare, socioeconomic challenges, and cultural stigmas around discussing chronic illnesses. By highlighting these inequities, the campaign seeks to spark meaningful dialogue and promote more equitable access to care and education.
Damon Wayans plays a central role in delivering this message. In campaign materials and community events, he uses humor as a tool to connect with audiences and make difficult conversations more accessible. Reflecting on his involvement, Wayans emphasizes the power of laughter in navigating health challenges. While humor cannot cure DME, it can make it easier for people to engage in conversations about their health, ask questions, and seek support.
Wayans also speaks candidly about his own experience as a Black man living with diabetes and coming from a family with a history of related health conditions. He acknowledges that hesitation and discomfort often prevent people from discussing their health openly. For him, participating in this campaign is an opportunity to break down those barriers and encourage others to become more informed and proactive about their well-being.
The campaign is designed as a multi-channel initiative, combining digital content, community engagement, and educational resources. It features real patient stories alongside Wayans’ contributions, creating a relatable and authentic narrative that resonates with diverse audiences. By showcasing lived experiences, the campaign helps individuals see themselves reflected in the message and understand that they are not alone in their journey.
In addition to raising awareness, “All Eyes on DME” provides practical tools and resources to support individuals in managing their eye health. Through its dedicated website, AllEyesonDME.com, users can access comprehensive information about DME, including its symptoms, risk factors, and underlying causes. The platform also offers guidance on how to prepare for doctor visits, enabling patients and caregivers to have more productive and informed conversations with healthcare providers.
The website further features personal stories from individuals living with diabetes, offering insights into how they navigate the challenges of the condition and prioritize their vision health. These stories serve as both educational and motivational tools, encouraging others to take similar steps toward prevention and care.
Matthew Garza, Program Director at diaTribe, underscores the importance of this initiative in addressing gaps in awareness and access. He notes that for many people with diabetes, eye health often takes a backseat due to competing priorities, lack of information, or limited resources. By creating a movement that combines education with cultural relevance, the campaign aims to empower individuals to take early action and collaborate with their healthcare teams.
Garza also highlights the role of community-driven content in the campaign’s success. By co-creating materials with people who have firsthand experience with diabetes, the initiative ensures that its messaging is authentic, relatable, and impactful. The use of humor further enhances this approach, making the content more engaging and memorable.
From Genentech’s perspective, the campaign reflects a broader commitment to patient-centered care and addressing health inequities. Quita Highsmith, Vice President of Population Health at Genentech, emphasizes the importance of listening to community experiences to identify and overcome barriers to care. She notes that improving health outcomes requires not only medical innovation but also meaningful engagement with the people most affected by these conditions.
Highsmith describes “All Eyes on DME” as a starting point for a larger conversation about vision health and diabetes. By raising awareness and providing accessible resources, the campaign seeks to empower individuals with the knowledge they need to protect their eyesight. At the same time, it lays the groundwork for future efforts to expand access to care and reduce disparities in health outcomes.
The urgency of this initiative is underscored by the growing prevalence of diabetes in the United States. Projections indicate that the number of Americans living with diabetes could reach 55 million by 2030. As the duration of diabetes increases, so does the risk of complications like DME. Without proactive measures, vision loss could become an even more widespread and pressing public health issue.
However, the campaign also conveys a message of hope. With early detection, regular monitoring, and appropriate treatment, many cases of DME can be managed effectively. By encouraging people to take action—whether that means scheduling an eye exam, learning more about their condition, or speaking openly with their doctor—the initiative aims to shift the narrative from fear and stigma to empowerment and prevention.
All Eyes on DME” builds on Genentech’s long-standing legacy in ophthalmology, which spans more than two decades. Throughout this time, the company has focused on advancing treatments and improving outcomes for patients with vision-related conditions. This campaign represents an extension of that mission, emphasizing not only innovation but also education, awareness, and community engagement.
Ultimately, the success of the campaign lies in its ability to connect with people on a human level. By combining humor, personal storytelling, and practical resources, it transforms a complex medical issue into a conversation that feels approachable and relevant. In doing so, it encourages individuals to take ownership of their health and prioritize their vision—before it’s too late.
Through “All Eyes on DME,” Genentech and diaTribe are not just raising awareness; they are fostering a movement. A movement that challenges stigma, addresses disparities, and empowers people to see clearly—both literally and figuratively—when it comes to their health.
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.
