First-of-its-Kind PSA Campaign Targets the 86 Million American Adults with Prediabetes
January 21, 2016
American Diabetes Association, American Medical Association, Centers for Disease Control and Prevention and the Ad Council Join Forces to Reduce the Incidence of Type 2 Diabetes, One of Fastest Growing Public Health Crises Today
Losing weight and being healthier are at the top of everyone's New Year's resolutions. But, despite the best intentions, work, kids, and social events often push lifestyle changes to the bottom of the list. While many are familiar with type 2 diabetes, fewer are aware of prediabetes, a serious health condition that affects 86 million Americans (more than 1 in 3) and often leads to type 2 diabetes. In an effort to raise awareness and help those with prediabetes know where they stand and how to prevent type 2 diabetes, the American Diabetes Association (ADA), the American Medical Association (AMA), and the Centers for Disease Control and Prevention (CDC) have partnered with the Ad Council to launch the first national public service advertising (PSA) campaign about prediabetes. The PSA campaign was developed pro bono by Ogilvy & Mather New York.
Nearly 90 percent of people with prediabetes don't know they have it, and aren't aware of the long term risks to their health such as heart attack, stroke, blindness, and amputation. If left untreated, current trends estimate that 15 to 30 percent of people with prediabetes will develop type 2 diabetes within five years. However, prediabetes often can be reversed through weight loss, diet changes and increased physical activity. Diagnosis is key: research shows that once people are aware of their condition, they are much more likely to make the necessary lifestyle changes.
The Type 2 Diabetes Prevention campaign launched today and has a simple but strong message: No one is excused from prediabetes. Humorous PSAs in English and Spanish encourage people to take a short online test at DoIHavePrediabetes.org to learn their risk for prediabetes. Audiences can also take the risk test in real-time through interactive TV and radio PSAs, and learn more about the risk factors associated with the condition. The campaign website features lifestyle tips and links to CDC's National Diabetes Prevention Program, which connects visitors to a registry of CDC-recognized programs across the country.
"Awareness is crucial in the effort to stop type 2 diabetes," said David Marrero, Ph.D., Director of the Diabetes Translation Research Center at the Indiana University School of Medicine. "Take one minute to take the risk test today and share it with your loved ones. The type 2 diabetes risk test can be the first step in knowing where you stand and helping us get closer to our vision of a life free of diabetes and all of its burdens."
"Knowing that you have prediabetes is just the first step in preventing the onset of type 2 diabetes," said AMA President-Elect Andrew W. Gurman, M.D. "As soon as someone discovers they may be at risk of prediabetes, they should talk with their physician about further testing to confirm their diagnosis and discuss the necessary lifestyle changes needed to help prevent type 2 diabetes."
"For the 86 million Americans with prediabetes, we need to communicate a sense of urgency -- that it's time to take action," said Ann Albright, Ph.D., R.D., director of CDC's Division of Diabetes Translation. "By participating in a CDC-recognized diabetes prevention program, people with prediabetes can learn practical, real-life changes and cut their risk for developing type 2 diabetes by 58 percent."
The campaign launch includes English and Spanish-language TV, radio, outdoor, print and web PSAs, and it will be promoted across social media channels including Facebook and YouTube. Audiences are directed to DoIHavePrediabetes.org for more information about prediabetes and guidance on how to take action as soon as possible. The campaign also includes an integrated SMS initiative which will allow people to take the risk test via text message and receive ongoing support and lifestyle tips. Per the Ad Council's model, all media will run in time and space entirely donated.
"I think the scary thing is that this really touches everyone – 1 in 3 could be your brother or sister, your best friend or partner," said Lisa Sherman, President and CEO of the Ad Council. "Our hope is that this online test and other campaign materials make it easy for people to know where they stand, and will motivate them to take steps to reverse their condition."
"With this campaign we are hoping to spark a change because the reality is that the majority of the public is either unaware or does not take prediabetes seriously," said Corinna Falusi, Chief Creative Officer at Ogilvy & Mather Advertising New York. "We created the real-time test, which is the first of its kind and plays into the naivety of prediabetes, allowing prediabetes tests to be conducted in a 60-second TV commercial. Instead of educating the viewer in that 60-second spot, we are pushing them to take action in the moment and get results from that action."
The ADA, AMA and CDC will be working with their local chapters and affiliates to promote and activate the campaign in their communities, with resources for physicians and other health care providers to aid in the screening, diagnosis and treatment process.
About the American Diabetes Association
The American Diabetes Association is leading the fight to Stop Diabetes® and its deadly consequences and fighting for those affected by diabetes. The Association funds research to prevent, cure and manage diabetes; delivers services to hundreds of communities; provides objective and credible information; and gives voice to those denied their rights because of diabetes. Since 1940, our mission has been to prevent and cure diabetes and to improve the lives of all people affected by diabetes. For more information please call the American Diabetes Association at 1-800-DIABETES (800-342-2383) or visit diabetes.org. Information from both these sources is available in English and Spanish.
About the American Medical Association
The American Medical Association is the premier national organization dedicated to empowering the nation's physicians to continually provide safer, higher quality, and more efficient care to patients and communities. For more than 165 years the AMA has been unwavering in its commitment to using its unique position and knowledge to shape a healthier future for America.
About the Centers for Disease Control and Prevention
CDC works 24/7 saving lives and protecting people from health threats to have a more secure nation. Whether these threats are chronic or acute, manmade or natural, human error or deliberate attack, global or domestic, CDC is the U.S. health protection agency.
The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of public service campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns visit adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for four consecutive years, 2012, 2013, 2014 and 2015; and the EFFIEs World's Most Effective Agency Network for two consecutive years 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.