On World Diabetes Day 2018, the American Medical Association (AMA), the Centers for Disease Control and Prevention (CDC) and the Ad Council continue the fight against type 2 diabetes
New York, NY, November 14, 2018: A successful initiative that has already helped more than two million Americans learn their risk of developing type 2 diabetes, the “Do I Have Prediabetesexternal icon” campaign is back with motivational messages that underscore how common prediabetes is among American adults. Launching today on World Diabetes Day, the newly updated campaign uses humorous scenarios to show viewers the many people in their lives who may have prediabetes and urges them to take an easy online risk test to find out where they stand.
Prediabetes is a serious condition that often leads to type 2 diabetes and other significant health problems, such as heart disease and stroke. More than 1 in 3 Americans has prediabetes, and about 30 million Americans currently have diabetes – with the number of adults diagnosed with diabetes more than tripling in the past 20 years. Despite the prevalence of prediabetes, nearly 90 percent of people with the condition do not know they have it.
Raising awareness and early diagnosis are critical. Research shows that people who are aware of their condition are more likely to make the necessary long-term lifestyle changes that can help prevent or delay the onset of type 2 diabetes.
“Prediabetes can often be reversed, and type 2 diabetes prevented, by losing weight, eating healthier, and being more physically active,” said Ann Albright, PhD, RD, director of CDC’s Division of Diabetes Translation. “Men and women with prediabetes can cut their risk when they participate in a CDC-recognized National Diabetes Prevention Program, scientifically proven programs to help prevent or delay type 2 diabetes.”
The public service advertising (PSA) campaign which aims to raise awareness that 1 in 3 Americans has prediabetes was developed with pro bono support by Ogilvy in New York for the Ad Council. Humorous scenarios show the viewer, the person in their own life who may have prediabetes – “it could be you, your boss, or your boss’ boss.” Viewers are then encouraged to visit DoIHavePrediabetes.orgexternal icon where they can take a one-minute risk test to know where they stand. If someone receives a high score, the campaign directs them to speak with their doctor to first confirm a diagnosis of prediabetes, then enroll in a CDC’s National Diabetes Prevention Program to help prevent or delay type 2 diabetes.
“Our goal with this campaign is to help more of the 84 million Americans living with prediabetes find out whether they have prediabetes and urge them to talk with their physician as soon as they find out they may be at risk,” said AMA President Barbara L. McAneny, M.D. “We encourage anyone who learns through the test that they may be at risk for prediabetes to consult their doctor to confirm a prediabetes diagnosis and find out how lifestyle changes can help them prevent type 2 diabetes.”
The campaign website DoIHavePrediabetes.orgexternal icon 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.
“To visualize the statistic that 1 in 3 American adults has prediabetes, each scene features you and two other people in your life. If it isn’t you who has prediabetes, it might be one of them. The only way to know and try to reverse it is to get tested,” said Mike Hahn, Executive Creative Director at Ogilvy. “We enlisted the director duo Terri Timely and photographer Chris Buck to bring these relationships to life, and to make each group of three progressively more surprising.”
“Every phase of our type 2 diabetes awareness work has been an innovative combination of humor and information, and this latest round is no different,” said Lisa Sherman, President and CEO of the Ad Council. “This year’s ‘1 in 3’ concept is instantly relatable, and we think it will drive even more Americans to take the risk test and learn where they stand.”
The 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 in the screening, diagnosis and treatment process. Since its launch in January 2016, the award-winning campaign has led to a 30 percent increase in national awareness of prediabetes, and more than 2.2 million people have learned their risk for prediabetes through the online risk assessment and risk test videos.
American Medical Association
The American Medical Association is the powerful ally and unifying voice for America’s physicians, the patients they serve, and the promise of a healthier nation. The AMA attacks the dysfunction in health care by removing obstacles and burdens that interfere with patient care. It reimagines medical education, training, and lifelong learning for the digital age to help physicians grow at every stage of their careers, and it improves the health of the nation by confronting the increasing chronic disease burden. For more information, visit ama-assn.orgexternal icon.
Centers for Disease Control and Prevention
CDC is the nation’s health protection agency, working 24/7 to protect America from health and safety threats, both foreign and domestic. CDC increases the health security of our nation.
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.orgexternal icon, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY). For more information, visit http://www.ogilvy.com/external icon, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.
U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES
CDC works 24/7 protecting America’s health, safety and security. Whether disease 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. CDC is headquartered in Atlanta and has experts located throughout the United States and the world.