Federal agencies and ad groups join forces for prediabetes campaign
"I've tried exercising. It just makes me hungry...for bacon," says the patient in the video.
With a $3.6 million budget, the American Diabetes Association, the American Medical Association, the Centers for Disease Control and Prevention and the Ad Council launched the first public service advertising campaign about prediabetes in the US.
Ogilvy & Mather New York developed the campaign pro bono for the Ad Council.
Created in English and Spanish, the PSA presents an interactive risk test to learn more about the condition using various media, including print, TV, radio, digital, and SMS texting.
“We created the real-time test, which is the first of its kind and addresses people's naivety of prediabetes, allowing prediabetes tests to be conducted in a 60-second commercial,” said Corinna Falusi, chief creative officer at Ogilvy & Mather New York, in a news release. “Instead of educating the viewer in that 60-second spot, we are pushing them to take action in the moment and get results from that action.”
According to the CDC, 86 million Americans—more than one in three adults—have prediabetes but only 10% of them are aware they have it and understand the long-term risks, which include type 2 diabetes, heart attack and stroke. Diabetes itself is the number one cause of blindness, amputation and kidney failure, said Ann Albright, director of CDC's Division of Diabetes Translation.
“The good news is that you can prevent it from going on to type 2 diabetes,” said Albright. “The sooner you get to know you have prediabetes, the sooner you can take action.”
The campaign is set to run for three years, with the CDC contributing $1.37 million for the first year.
“The fact that the CDC, ADA, AMA and Ad Council all acknowledge how critical prediabetes is and have joined forces says a lot,” said Albright.