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Advertising campaign to raise awareness of Type 2 diabetes

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Diabetes UK launches a major advertising campaign aimed to help people understand their risk of Type 2 diabetes.

The campaign will begin on 23 September with radio, transport and digital advertising raising awareness of the risk factors of Type 2 diabetes including weight, waist size, ethnicity and family history.

It will highlight the effect that Type 2 diabetes will have on the whole family if one person develops it.

The campaign will last for two weeks and will be supported through the Tesco National Charity Partnership with Diabetes UK.

As well as identifying those at high risk, the campaign is expected to identify some of the estimated 850,000 people in the UK who have undiagnosed Type 2 Diabetes.

Barbara Young, chief executive of Diabetes UK, said: ‘We know healthcare professionals and pharmacists want to do everything they can to prevent people at high risk from getting Type 2 diabetes.

‘GPs, practice nurses and pharmacists are in an ideal position to talk to people about Type 2 diabetes - whether its getting them diagnosed sooner then they otherwise would be, providing advice on how to reduce their risk of developing Type 2 diabetes. I'd encourage all those in primary and community care to support this campaign.'

Professor Kevin Fenton, director of health and well being for Public Health England, said: ‘Initiatives like this campaign and NHS Health Checks are designed to promote increased awareness of the risks and harms of diabetes, and to ensure those at high risk are identified earlier when treatment can be more effective and complications limited. At Public Health England we are working closely with local authorities and other partners to ensure people are more aware of the risk factors and the changes they can make to live a longer life.'

Dr Peter Carter, chief executive and general secretary of the Royal College of Nursing, said: ‘This important initiative has the potential to have a positive impact on the lives of many patients. The campaign will reach out to those who, up until this point, may have ignored the health risks their lifestyle poses and raise vital awareness of Type 2 diabetes. It will help diagnose people more quickly and support practice nurses to have crucial conversations with their patients about making positive lifestyle changes now before they risk seriously compromising their health.'

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