What do prediabetics, puppies, hedgehogs and baby goats all have in common?
NEW YORK — 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, launched earlier this week, 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.
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% 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," stated William Cefalu, M.D., chief scientific, medical and 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," added AMA president David Barbe. "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."
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."
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.