NEW YORK, July 25, 2017 /PRNewswire/ -- Building on a
successful campaign that helped hundreds of thousands of Americans
learn their risk of developing type 2 diabetes through campaign
messaging and an online risk test, the first-of-its-kind initiative
to raise national awareness of prediabetes returns with an
entertaining new approach. The new campaign, launching today,
encourages viewers to take a one-minute prediabetes risk test to
know where they stand and discover how they can decrease their risk
of developing type 2 diabetes — and it does so with some adorable
helpers.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8142351-ad-council-prediabetes/
More than one in three American adults has prediabetes — a
serious health condition that often leads to type 2 diabetes and
other significant health conditions like blindness, heart attack or
stroke. According to newly released CDC data, however, nearly 90
percent of the 84 million people with prediabetes don't know they
have it and aren't aware of the long-term risks to their health.
Currently, about 30 million Americans are living with diabetes.
The new campaign, once again developed pro bono by Ogilvy
New York for the Ad Council campaign, features puppies, hedgehogs
and baby goats. The new, lighthearted PSAs offer viewers a "perfect
way to spend a minute" where they can learn where they stand by
taking the one-minute prediabetes risk test while also doing
something everyone loves — watching adorable animal videos. The
campaign highlights that it's important to speak with a doctor and
visit DoIHavePrediabetes.org to learn more about prediabetes.
The positive message behind the campaign is that prediabetes can
often be reversed by making everyday lifestyle changes. Diagnosis
is key, as research shows that people who are aware of their
condition are more likely to make the necessary long-term lifestyle
changes that can help delay or prevent the onset of type 2
diabetes. This includes losing weight and adopting new habits such
as healthy eating and physical activity. Prediabetes can be a
health wake-up call for many.
"The number of Americans estimated to be at risk for developing
type 2 diabetes is staggering," said William T. Cefalu, M.D., Chief Scientific,
Medical & Mission Officer of the American Diabetes Association.
"By working together with these esteemed organizations, we hope to
heighten awareness about prediabetes and help more Americans learn
their risk so they can make the lifestyle changes necessary to
reduce their risk and delay or prevent the onset of type 2
diabetes."
"Through this campaign, we want to not only ensure that more
people learn whether they have prediabetes, but we also want to
emphasize the importance of talking with their physician as soon as
they discover they may be at risk for the condition," said AMA
President David O. Barbe, M.D.
"After taking the risk test, we encourage anyone who learns they
may be at risk for prediabetes to consult their doctor to confirm
their diagnosis and learn about lifestyle changes that will help
them prevent type 2 diabetes."
"Research shows that for people with prediabetes, losing a small
amount of weight through healthy eating if they're overweight and
increasing physical activity can lower their risk for developing
type 2 diabetes," said Ann Albright,
PhD, RDN, Director of CDC's Division of Diabetes Translation. "A
lifestyle change program offered through the CDC-led National
Diabetes Prevention Program, based on research led by the National
Institutes of Health, can help people with prediabetes make those
changes — and sets them up for long-lasting success. Through the
program, people with prediabetes can lower their risk of developing
type 2 diabetes by as much as 58%, and by 71% for people over age
60."
The PSAs encourage people to take a short online test at
DoIHavePrediabetes.org and learn their risk. The campaign website
also 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. Per the Ad Council's
model, all media will run entirely in donated time and space.
"Last year's work for our type 2 diabetes awareness campaign was
such a hit with its combination of humor and the real-time
prediabetes risk test. It led to a remarkable number of people
learning where they stand with prediabetes," said Lisa Sherman, President and CEO of the Ad
Council. "This year's concept builds on that work with its adorable
and quirky animal stars, and we think it will be incredibly
effective in continuing to build awareness around a condition that
affects so many Americans."
"With this year's campaign, we hope to educate more people, in
more places, about the seriousness of prediabetes and to inspire
them to take action against an often reversible condition," stated
Michael Paterson, Executive Creative
Director, Ogilvy. "Through a lighthearted and fun tone, we found
more people were willing to take the test — and who doesn't
love to watch baby goats?"
The campaign will also include a special radio PSA featuring NBA
player Julius Randle. Randle, whose
mother has type 2 diabetes, discusses simple actionable steps to
help reverse prediabetes and avoid the kind of scare he experienced
when an unexpected diagnosis of type 2 diabetes impacted his
family.
The ADA, AMA and CDC are also working with their local offices,
affiliates and partners to promote and activate the campaign in
their communities, with evidence-based materials to aid physicians
and other health care providers to aid in the screening, diagnosis
and treatment process.
American Diabetes Association
More than 30 million
Americans have diabetes, and every 21 seconds another person is
diagnosed with diabetes. The American Diabetes Association
(Association) is the global authority on diabetes and since 1940
has been committed to its mission to prevent and cure diabetes and
to improve the lives of all people affected by diabetes. To tackle
this global public health crisis, the Association drives discovery
in research to treat, manage and prevent all types of diabetes, as
well as to search for cures; raises voice to the urgency of the
diabetes epidemic; and provides support and advocacy for people
living with diabetes, those at risk of developing diabetes and the
health care professionals who serve them. For more information,
please call the American Diabetes Association at 1-800-DIABETES
(1-800-342-2383) or visit diabetes.org. Information from both of
these sources is available in English and Spanish. Find us on
Facebook (American Diabetes Association), Twitter (@AmDiabetesAssn)
and Instagram (@AmDiabetesAssn).
American Medical Association
The American Medical
Association is the premier national organization providing timely,
essential resources to empower physicians, residents and medical
students to succeed at every phase of their medical lives.
Physicians have entrusted the AMA to advance the art and science of
medicine and the betterment of public health on behalf of patients
for more than 170 years. For more information, visit
ama-assn.org.
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.
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
Ogilvy is one of the largest marketing
communications companies in the world. It was named the Cannes
Lions Network of the Year for five consecutive years, 2012,
2013, 2014, 2015 and 2016; the EFFIEs World's Most Effective Agency
Network in 2012, 2013 and 2016; and Adweek's Global Agency of
the Year in 2016. 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.
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SOURCE Ad Council