Spring 2014 1   A  new  diabetes  awareness     public  health  ini3a3ve     Eat  less,  move  more.     

Adver3sing  Exper3se  Meets  Public  Health   }  Meatless  Monday  founded  in  2003  by  ad  execu3ve  Sid  Lerner  with               Johns  Hopkins  School  of  Public  Health.         }  Expanded  in  2006  with  Columbia  University  and  Syracuse  University  to   address  other  health  behaviors  under  the  Healthy  Monday  umbrella.   2   Since  2008,  we`ve  launched  mul3ple  other  ini3a3ves  including:   }  In  2011,  Lerner  Center  for  Public  Health  Promo3on  at  Syracuse  University   opened  to  teach  best  prac3ces  in  health  promo3on.     }  In  2013,  Sid  Lerner  officially  launched  I  Love  New  York  Water  to  promote   drinking  tap  water  which  is  growing  via  social  media  and  college  campus   partnerships.     

Why  Launch  A  New  Diabetes  Campaign?   Large  Popula,on  Affected   } 79  million  pre-­‐diabe3cs  in  the  U.S.   } 25  million  diabe3cs  in  the  U.S.  –  and  7  million  are  undiagnosed.       Serious  Health  Effects     } Heart  disease  was  noted  on  68%  of  diabetes-­‐related  death  cer3ficates  for  people  65+.   } Diabetes  is  the  leading  cause  of  new  cases  of  blindness  among  adults  aged  20–74.     } Diabetes  is  the  leading  cause  of  kidney  failure,  accoun3ng  for  44%  of  new  cases.     } More  than  60%  of  non-­‐trauma3c  lower-­‐limb  amputa3ons  occur  in  diabe3cs.     } The  U.S.  spent  $245  billion  on  direct  health  care  costs  related  to  diabetes  in  2012  alone.       Low  disease  awareness  and  low  adherence   } A  United  Na3ons  survey  showed  low  awareness  of  the  complica3ons  and  seriousness  of  diabetes  and  low   awareness  of  the  diet  and  exercise  op3ons  for  preven3on  and  management.         } Research  from  the  University  of  Exeter  shows  that  60%  of  pa3ents  with  type  2  diabetes  are  not  increasing   their  level  of  exercise  following  their  diagnosis  and  50%  have  not  made  changes  to  their  diet.     3   

The  Big  Idea   }  Using  pictograms  and  global  road  signs  enables   messages  to  transcend  language  and  cultural   boundaries.       }  Focusing  on  lpainz  vs.  death  has  been  successful  in   an3-­‐smoking  campaigns.     }  CDC  sta3s3cs  claim  smoking  cessa3on  abempts   increased  34.8%  based  on  this  campaign.     4   It`s  3me  for  a  new,  compelling  message.   This  campaign  is  intended  to  be  used  by  other  organiza5ons  to  promote   their  diabetes  management  programs.    We  encourage  others  to  adapt  these   crea5ve  materials  for  their  marke5ng  outreach  efforts.     

Theme:  Consequences   }  Central  Idea:  Diabetes  is  a  serious  medical  disease  that  hurts  and  kills.   }  Poor  management  of  Type  2  diabetes  could  result  in  amputa3on,  blindness,   heart  aback,  stroke,  and/or  death.     }  Goal:    We  will  use  sta3s3cs  and  images  to  shock  people  about  the  real,   poten3al  complica3ons  of  Type  2  diabetes.  Using  pictograms  conveys   consequences  in  a  less  graphic  way  than  using  diabe3c  sufferers.       }  Target:    People  who  could  develop  Type  2  diabetes  and  Type  2  diabe3cs   who  are  not  making  or  thinking  of  making  diet  and  exercise  changes   already.     5   

Theme:  Consequences     

Theme:  Consequences     

Theme:  Consequences     

Theme:  Risk  Factors   }  Central  Idea:  Diabetes  is  a  growing  epidemic.    1  in  3  people  could  develop   Type  2  diabetes.  90%  don`t  know.    Some  who  are  aware  seem   unconcerned.     }  Goal:  Create  awareness  about  the  leading  risk  factors  that  could  put   someone  at  risk  of  developing  type  2  diabetes.  Focus  on  known,   changeable  risk  factors  like  obesity  and  inac3vity.     }  Target:  People  with  risk  factors  for  diabetes  related  to  diet  and  ac3vity   level.     9   

Theme:  Risk  Factors   

Theme:  Risk  Factors   

Theme:  It`s  Not  Too  Late   }  Central  Idea:  People  can  prevent  or  delay  Type  2  diabetes  with  diet  and   exercise  changes.      Don`t  let  diet  beat  us.   }  Studies  show  that  people  can  slow  down,  stop  or  in  some  cases  reverse  their   pre-­‐diabe3c  symptoms  via  lifestyle  changes     }  Goal:  Communicate  that  you  can  leat  this  to  prevent  that.z      Good  food  is   good  medicine.    Eat  less  and  move  more  to  prevent  Type  2  diabetes.     }  Target:  79  million  Americans  at  risk  of  developing  Type  2  diabetes.     12   

Theme  1:  It`s  Not  Too  Late   13   

Theme  1:  It`s  Not  Too  Late   14