First-of-its-Kind PSA Campaign Targets the
86 Million American Adults with Prediabetes
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 the Nation’s Biggest Public Health Crises Today
New York, NY, January 21, 2016: 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. People with prediabetes have higher than normal blood glucose (sugar) levels, but not high enough yet to be diagnosed with type 2 diabetes.
To raise awareness and help people 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, featuring first-of-its-kind communications techniques, was developed pro bono by Ogilvy & Mather New York for the Ad Council.
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, including type 2 diabetes, heart attack, and stroke. Current trends suggest that, if not treated, 15 to 30 percent of people with prediabetes will develop type 2 diabetes within five years. The good news is that 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 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. People 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. The campaign also includes an integrated SMS texting 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.
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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.
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.
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.
Media Contacts:
Ad Council
Kat English
(212) 984-1967
American Diabetes Association
Samantha Boyd
(703) 549-1500 ext. 2139
American Medical Association
Kelly Jakubek
(312) 464-4443
CDC Media Relations
(404) 639-3286
media@cdc.gov
Ogilvy & Mather
Kelsey Merkel
(212) 966-9525
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