February 1, 2016

Prediabetes PSA Promoted by Major Medical Groups

At first, I had passed on this topic, but after a discussion with Scott Johnson about this and his promotion on his blog, I feel that I need to write about the public service advertising (PSA) about prediabetes.

Another type 2 blogger has also blogged about this, but was very negative in her thoughts. She may be correct in her thinking, but I feel that the campaign is on target and I have seen two of the ads. Yes, they are over the top in a way, but with all the noise of political ads, I feel that the promotion will do more good than harm. It needs to be shocking and use language that will capture people's attention.

In discussing this with Scott, he made some excellent observations and I have his permission to use them. Scott says: (and I agree)

- Something with this much attitude is certain to upset some. Totally expected.
- I'm trying to keep in mind the intended audience for these messages. It's not us. These are TV commercials designed to grab people's attention in the midst of all the other media noise. A tough job.
- With that in mind, do we really think a piece about diabetes in the tone we're used to seeing would do anything? I don't.
- If these can catch even a few people among the many who will ignore them, it's helping more than hurting.”

In this year of political ads and their constant noise, I do hate to have the TV and even the radio on during the ads. This is why I don't feel that the PSA's are that offensive.

Losing weight and being healthier are at the top of most everyone’s New Year’s resolutions. But, despite the best intentions, work, kids, and social events often push lifestyle changes to the bottom of the list. While many are familiar with type 2 diabetes, fewer are aware of prediabetes, a serious health condition that affects 86 million Americans (more than 1 in 3) and often leads to type 2 diabetes. People with prediabetes have higher than normal blood glucose (sugar) levels, but not high enough yet to be diagnosed with type 2 diabetes.

To raise awareness and help people with prediabetes know where they stand and how to prevent type 2 diabetes, the American Diabetes Association (ADA), the American Medical Association (AMA), and the Centers for Disease Control and Prevention (CDC) have partnered with the Ad Council to launch the first national public service advertising (PSA) campaign about prediabetes. The PSA campaign, featuring first-of-its-kind communications techniques, was developed pro bono by Ogilvy & Mather New York for the Ad Council.

Nearly 90 percent of people with prediabetes don’t know they have it and aren’t aware of the long-term risks to their health, including type 2 diabetes, heart attack, and stroke. Current trends suggest that, if not treated, 15 to 30 percent of people with prediabetes will develop type 2 diabetes within five years. The good news is that prediabetes often can be reversed through weight loss, diet changes and increased physical activity. Diagnosis is the key.

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