Delta Burke fronts Byetta diabetes awareness tour
The campaign, launched at the New England Spring Flower Show in Boston, will stop in 10 cities through August. MS&L is handling PR on the effort.
Burke, a type 2 diabetes sufferer who uses Byetta, will put in appearances in most cities to talk about her experience with diabetes and Byetta. She will be joined by Chris Smith, who bills himself as The Diabetic Chef. The tour also will feature Bally Total Fitness trainer Nikki Kimbrough and certified diabetes educator Virginia Valentine.
A Lilly spokesman said the tour’s content—dishing product info with a double-helping of diet and exercise tips—might be nothing new, but the choice of venues, eschewing health fairs for events with more mass-appeal, is. “We’re going to popular community events that have the highest attendance to show that type 2 diabetes is part of everyday life,” said Jamaison Schuler of Lilly PR.
A booth will offer Byetta information to those interested, and materials will advertise the campaign’s Web site, ByettaLetsTalk.com.