Um Diabético: How a journalist turned a personal diagnosis into a media platform

When Brazilian journalist Tom Bueno was diagnosed with type 1 diabetes at the age of 20, he had no idea what the disease truly meant. Overwhelmed by a lack of information, he continued his career in mainstream media for years — until he realized he wasn’t the only one facing this knowledge gap.

In 2017, he founded Um Diabético, a digital media outlet focused entirely on diabetes. What began as a personal project quickly grew into Latin America’s largest diabetes-focused platform, now reaching over 12 million people each month.

Rooted in lived experience, Um Diabético offers content across all major digital platforms — from videos and interviews to documentaries and podcasts. The platform covers a wide range of topics, including health education, innovation, public policy, nutrition, and quality of life. Its mission is to provide accessible, reliable, and relevant information not just for people with diabetes, but also for families, caregivers, and society at large.

More than just reporting on diabetes, Um Diabético speaks directly to those living with the condition, with empathy, respect, and purpose. For Tom Bueno, social media has become a vital tool for reaching underserved communities, especially in a country like Brazil, where 70% of the population depends on an overburdened public healthcare system.

"I believe there's still so much to do in terms of information and education about health and diabetes", Bueno says. His purpose is to turn Um Diabético into a trusted health communication outlet, bridging the gap between real stories and real change.