NEW YORK, Jan. 21, 2016 /PRNewswire/ -- 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.
"Awareness is crucial in the effort to stop type 2 diabetes,"
said David Marrero, Ph.D., Director
of the Diabetes Translation Research Center at the Indiana University School of Medicine and former
President, Health Care & Education at the American Diabetes
Association. "Take one minute to take the risk test today and share
it with your loved ones. The prediabetes risk test will help you
know where you stand and help us get closer to our vision of a life
free of diabetes and all of its burdens."
"Knowing that you have prediabetes is just the first step in
preventing the onset of type 2 diabetes," said AMA President-Elect
Andrew W. Gurman, M.D. "As soon as someone discovers they may be at
risk of prediabetes, they should talk with their physician about
further testing to confirm their diagnosis and discuss the
necessary lifestyle changes needed to help prevent type 2
diabetes."
"For the 86 million Americans with prediabetes, we need to
communicate a sense of urgency -- that it's time to take action,"
said Ann Albright, Ph.D., R.D.,
director of CDC's Division of Diabetes Translation. "By
participating in a CDC-recognized diabetes prevention program,
people with prediabetes can learn practical, real-life changes and
cut their risk for developing type 2 diabetes by 58 percent."
"I think the scary thing is that this really touches everyone –
1 in 3 could be your brother or sister, your best friend or
partner," said Lisa Sherman,
President and CEO of the Ad Council. "Our hope is that this online
test and other campaign materials make it easy for people to know
where they stand, and will motivate them to take steps to reverse
their condition."
"With this campaign we are hoping to spark a change because the
reality is that the majority of the public is either unaware or
does not take prediabetes seriously," said Corinna Falusi, Chief Creative Officer at Ogilvy
& Mather Advertising New York. "We created the real-time test,
which is the first of its kind and addresses people's naivety of
prediabetes, allowing prediabetes tests to be conducted in a
60-second TV commercial. Instead of educating the viewer in that
60-second spot, we are pushing them to take action in the moment
and get results from that action."
The ADA, AMA and CDC are working with their local offices,
affiliates, and partners to promote and activate the campaign in
their communities, with resources for physicians and other health
care providers to aid in the screening, diagnosis and treatment
process.
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.
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SOURCE Centers for Disease Control and Prevention