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Measure Up – every inch a success

An estimated 150,000 people in the UK went to see their GP because their waist size may put them at risk of diabetes.

Research by Ipsos MORI on behalf of Diabetes UK shows that the charity’s Measure Up campaign, launched on 12 September 2006, has increased awareness of the health risk of a large waist and has made people take action.

"The response to Measure Up has been fantastic and has obviously hit a nerve with the general public," said Douglas Smallwood, Chief Executive of Diabetes UK.

"I think the campaign has been so successful because measuring your waist is a quick and easy test everyone can do.

"Although diabetes is serious and can lead to heart disease, kidney failure and blindness, many people live full and healthy lives. The sooner people are diagnosed, the sooner they can start managing their condition and reduce their risk of complications."

Diabetes UK also reports that over 20,000 people have taken their two-minute, interactive ‘Are you at risk?’ online test, which helps people understand how high their diabetes risk is. In addition, Lloydspharmacy, who offer free diabetes screening, have reported that 1,000 more people a week have been tested in their stores since the campaign launch.

The Measure Up campaign is supported by an educational grant from sanofi-aventis.

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