NEW YORK, Nov. 4, 2021 /PRNewswire/ -- Prediabetes can
be reversed – and the American Medical Association (AMA), the
Centers for Disease Control and Prevention (CDC), and the Ad
Council want people to know it.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8968651-ad-council-type-two-diabetes-prevention/
Type 2 diabetes is one of the chronic health conditions that
poses a significant risk for complications to those who contract
COVID-19. A recent study showed type 2 diabetes is one of the
top comorbidities associated with COVID-19 severity and
deaths.1
That's why the AMA, the CDC, and the Ad council have launched a
series of new public service announcements (PSAs) taking a serious
look at prediabetes – a condition that if left unchecked often
leads to type 2 diabetes.
As part of the "Do I Have Prediabetes?" campaign,
the new "Change the Outcome" PSAs, created pro bono by creative
agencies Grey New York and Wordsworth+Booth, raise awareness that
prediabetes shouldn't be taken lightly –and that it can be
reversed. The "Change the Outcome" campaign includes a
complementary suite of new print, radio, out-of-home, and digital
banner assets that compare the risk of prediabetes to much less
likely events.
"Life sometimes grants us an opportunity to make small changes
that can have profound effects on the trajectory of our health and
our lives," said Christopher
Holliday, PhD, MPH, director of the Division of Diabetes
Translation at the Centers for Disease Control and Prevention.
"Diabetes affects every part of the body and can lead to a cascade
of negative health outcomes, significantly impacting a person's
quality of life. A prediabetes diagnosis sounds the alarm, letting
people know that they need to change course and take the
opportunity to prevent this devastating disease before it's too
late."
In the United States, some 88
million Americans — more than 1 in 3 — are living with prediabetes,
and more than 84% don't even know they have it. Prediabetes can
increase a person's risk of developing type 2 diabetes, heart
attack, and stroke. Research shows that once people are made aware
of their condition, they are more likely to make the necessary
long-term lifestyle changes, such as eating healthier, managing
weight, and being active, that can help prevent or delay the onset
of type 2 diabetes.
"Raising awareness of prediabetes and stressing the importance
of people knowing their risk is critical, particularly now as the
COVID-19 pandemic amplifies the negative health risks associated
with chronic health conditions," said AMA President Gerald E. Harmon, MD. "Through our latest
campaign, we aim to help more of the millions of Americans living
with prediabetes find out whether they have the condition. Anyone
who learns through the online test that they may be at risk for
prediabetes should consult their physician right away to confirm a
prediabetes diagnosis and learn how making lifestyle changes can
help them keep type 2 diabetes at bay."
The new multiplatform communications campaign shows how
prediabetes can be reversed through individual lifestyle changes
and encourages audiences to visit DoIHavePrediabetes.org —
PodriaTenerPrediabetes.org in Spanish — where they can take a
one-minute risk test to determine if they are at risk for
prediabetes. If someone receives a high-risk score, the campaign
encourages them to speak with their doctor to first confirm a
diagnosis of prediabetes, then enroll in CDC's National Diabetes
Prevention Program.
"In light of the COVID-19 pandemic, this new phase of our type 2
diabetes awareness work takes a more serious tone than past efforts
to emphasize the importance of an early prediabetes diagnosis,"
said Heidi Arthur, chief campaign
development officer at the Ad Council. "Our aim remains the
same as we equip people with the tools to both find out where they
stand and take steps towards a healthier
lifestyle."
The campaign website also features lifestyle tips and links
to CDC's National Diabetes Prevention Program, which connects
visitors to a registry of more than 1,700 in-person and online
CDC-recognized programs across the country. Consistent with the Ad
Council's model, all media will run entirely in donated time and
space.
"It's very rewarding to be involved in a campaign like this. The
need to remind people that they have the power to change the
outcome of their prediabetes is crucial," said Tim Jones, CCO of Pharma at Grey New York. "We
hope that this work connects with the right people to bring about
this change in a meaningful and sustained way."
"In life, we don't often get the chance to change outcomes, but
with prediabetes you can," said Tony
Mennuto, president, Wordsworth+Booth. "Our audio campaign
zeros in on that important and positive distinction."
The AMA and CDC are 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 in the screening, diagnosis, and
treatment process. Since the award-winning campaign launched in
January 2016, 3.7 million people have
learned their risk for prediabetes through the online risk
assessment and risk test videos.
American Medical Association
The American Medical
Association (AMA) is the physicians' powerful ally in patient care.
As the only medical association that convenes 190+ state and
specialty medical societies and other critical stakeholders, the
AMA represents physicians with a unified voice to all key players
in health care. The AMA leverages its strength by removing the
obstacles that interfere with patient care, leading the charge to
prevent chronic disease and confront public health crises, and
driving the future of medicine to tackle the biggest challenges in
health care. For more information, visit ama-assn.org.
Centers for Disease Control and Prevention
The
Centers for Disease Control and Prevention (CDC) works 24/7
protecting America's health, safety and security. Whether
diseases start at home or abroad, are curable or preventable,
chronic, or acute, or from human activity or deliberate attack, CDC
responds to America's most pressing health threats.
This project is supported by CDC of the U.S. Department of
Health and Human Services (HHS) as part of a financial assistance
award in the amount of $1,337,549,
which constituted 52% of the total funding. The other 48%
($1,234,680 in funds) was provided by
the American Medical Association. The contents are those of the
author(s) and do not necessarily represent the official views of,
nor an endorsement by, CDC/HHS or the U.S. Government.
The Ad Council
The Ad Council is where creativity and causes converge. The
non-profit organization brings together the most creative minds in
advertising, media, technology, and marketing to address many of
the nation's most important causes. The Ad Council has created many
of the most iconic campaigns in advertising history. The
organization's innovative social good campaigns raise awareness,
inspire action, and save lives.
To learn more, visit AdCouncil.org, follow the Ad Council's
communities on Facebook and Twitter and view the creative on
YouTube.
Grey New York
Grey,
the global communications network, is part of AKQA Group. Under the
banner of "Grey Famously Effective Since 1917" the agency serves a
blue-chip roster of many of the world's best-known companies:
Procter & Gamble, GlaxoSmithKline, Kellogg's, Pfizer,
Canon, MassMutual, Nestlé, Google, Volvo, and Applebee's. In
recent years, Grey has been named ADWEEK'S "Global Agency of the
Year" twice; ADVERTISING AGE's "Agency of the Year" and CAMPAIGN
magazine's "Global Network of the Year" in recognition of its
creative and business performance (www.grey.com).
Wordsworth+Booth
Wordsworth+Booth is a
full-service creative agency that combines the engagement power of
the entertainment industry with the strategic smarts of
advertising. They specialize in audio advertising, podcasting,
audio branding, and making voice apps.
www.wordsworthandbooth.com
1 Diabetes Care: COVID-19 Severity Is Tripled in the
Diabetes Community: A Prospective Analysis of the Pandemic's Impact
in Type 1 and Type 2 Diabetes. Available at:
https://doi.org/10.2337/dc20-2260
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SOURCE The Ad Council