A key component in making a difference in the fight against diabetes is to help people understand their risk. We have invested in research and worked to educate people about the warning signs and dangers surrounding prediabetes and type 2 diabetes. Through education, we hope to promote a healthy lifestyle and encourage people to seek appropriate clinical care and get screened.
To drive people to the Diabetes Risk Test, the Association launched two new CheckUp America public service announcements (PSAs) in 2012. These campaigns, along with three other CheckUp America campaigns, continue to earn top airplay awards based on Nielsen Media Service rankings. One of the PSAs, A Toast, ranked 21st out of more than 2,000 PSAs aired last year and earned a Top 1 Award. Collectively, they had 1.2 billion audience impressions in 2012.
The Association launched its healthy worksite initiative, Stop Diabetes @ Work ® . The research-based program gives employers and employees access to healthy lifestyle advice, recipes, online tools and local Association resources to create a healthier work environment. More than 100 companies expressed interest in the first 10 months of the program.
The Preventive Health Partnership (PHP), the Association’s collaboration with the American Cancer Society ® and the American Heart Association ® , continued work in the fields of outpatient quality improvement, international health, promotion of physical activity in schools and worksite wellness.
While we continue to utilize traditional ways to raise awareness to Stop Diabetes, the Internet provides powerful avenues with seemingly limitless possibilities. We offer a variety of targeted online properties to connect with consumer and professional audiences that provide the latest diabetes-related information and news. From our award-winning website to our Diabetes Stops Here blog, we are there for constituents around the clock. In 2012, we saw more than 24 million visits and more than 16 million unique visitors to diabetes.org .
2012 was a stellar year for our social media channels. Our audience significantly increased thanks in large part to socially driven campaigns for Alert Day ® and American Diabetes Month ® . In September, the American Diabetes Association launched our Pinterest presence as another means to showcase our cause by illustrating our work through images.
On YouTube, we launched our “news bureau” model to deliver breaking stories and informative interviews from our major conferences. In June, we developed a series of videos to highlight the latest diabetes news and research from the 72nd Scientific Sessions. We then repeated that success in November at the Community Volunteer Leadership Conference by sharing content about the outstanding grassroots efforts of our volunteers and award recipients.
We also participated in many Twitter chats throughout the year and held three of our own. Topics included diabetes discrimination, type 2 diabetes awareness and prevention for Alert Day. For American Diabetes Month, sponsor CVS/pharmacy generously co-hosted a chat about proactive diabetes management.