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Diabetes UK: "A tough challenge needs a strong brand"

Wednesday 01 February 2012

Diabetes UK has launched a new brand to help improve awareness of diabetes, a condition which affects an estimated 3.7 million people in the UK, and to better reflect the charity’s dynamic approach to one of today’s biggest health challenges.

The distinctive new look, which rolls out across our website, publications and all other materials from today (1 February), will be fundamental in raising our profile as the largest organisation in the UK working for people with Type 1 and Type 2 diabetes, their families, friends and carers, and those at risk of developing the condition. It will also help us better connect with the healthcare professionals who interact with those affected by diabetes.

The new brand design reflects our strategic priorities and includes a new strap line, "Care. Connect. Campaign.", which highlights three of the key aspects of our work.

Diabetes UK. Care. Connect. Campaign.

"A tough challenge needs a strong brand"

Barbara Young, Chief Executive of Diabetes UK, said, "A new brand for Diabetes UK is not just about a change in colour scheme and a new logo, but goes right to the heart of who we are and what we do. We face the enormous challenge of addressing a huge increase in people living with diabetes – expected to reach five million by 2025 – and a shocking number of people who develop life-threatening complications such as heart disease, stroke, blindness, kidney disease and amputation. A tough challenge like this needs a strong brand.

"A bigger impact in all aspects of our work"

"Our assertive new look will help to communicate our active campaigning approach to help people with diabetes live long and healthy lives. We believe it will help raise our profile and so enable us to make an even bigger impact in all aspects of our work, from funding pioneering research in a search for a cure for diabetes, to campaigning in Parliament for diabetes to be kept high on the political agenda."

Care. Connect. Campaign.

The new "Care. Connect. Campaign." strapline clearly identifies three key areas of work to which we are committed. In 2012 – exactly 90 years on from the first time insulin was successfully used to treat diabetes – we will continue to raise awareness and encourage provision of the 15 healthcare essentials, a list of care checks all people with diabetes should receive.

Through our network of nearly 350 voluntary groups, Diabetes UK will connect people with diabetes with each other and the services they need. This includes running children's and family events throughout the year.

This year we will launch two new campaigns: one to improve the quality of screening of, and treatment for, foot complications, and another to ensure a better service of care for children with diabetes.

Through boosting our profile, we hope to increase public awareness of Type 1 and Type 2 diabetes in order that they are regarded with the same seriousness as other conditions, such as heart disease or cancer.

Development of the new brand was based on research evidence, and we worked closely with people with Type 1 and Type 2 diabetes as well as parents of children with Type 1 diabetes; healthcare professionals; supporters; volunteers and staff throughout.