What are the objectives of the awareness campaign?
Research tells us that the general public struggle to identify all of the factors that put someone at risk of Type 2 diabetes – in particular being over 40, having a large waist and being black or South Asian.
That’s why our campaign aims to raise awareness of the risk factors of Type 2 diabetes. It also aims:
- To enable people who are at risk to understand their personal risk of developing the condition
- To encourage people in at-risk groups to check their risk of Type 2 diabetes, and to provide information on what they should do next, depending on their risk level.
The campaign will urge people to check their risk online or by visiting a Tesco pharmacy, or other pharmacy. It will also encourage them to go to their GP if they have concerns about Type 2 diabetes.
Why is this so important?
Around 7 million people in the UK – that’s one in seven of us – are at high risk of developing Type 2 diabetes. It’s a serious condition with no cure, and it can lead to devastating complications.
But Type 2 diabetes isn’t inevitable. Up to 80 per cent of cases of Type 2 diabetes can be delayed or prevented. So it’s important that everyone understands their risk, so they can reduce their chances of ever developing the condition.
That’s why our awareness campaign is so important.
When and how will the campaign be rolled out, and who does it target?
The campaign will run for two weeks from Monday 23 September 2013, and will be visible across the UK through outdoor, digital and radio advertising, and in Tesco stores. It has been made possible thanks to our National Charity Partnership with Tesco.
We’ll be targeting people who are at risk of Type 2 diabetes. People more likely to develop the condition are those who are:
- Over 40
- Overweight, especially if they have a large waist
- South Asian, Black African or African Caribbean – even if they were born in the UK
- Or already have diabetes in the family – a parent, brother or sister with the condition.
We are carefully targeting areas where there are large populations of people at high risk of the condition, so the campaign reaches the people it needs to.
About the campaign posters
The campaign highlights the seriousness of Type 2 diabetes and some of the possible complications it can lead to as well as its effect on the wider family.
It’s hard hitting, but in choosing this tone we have listened carefully to people at risk or with Type 2 who have told us to be clear and up-front about how hard it can be to have the condition, and what you could do to avoid it.