Lilly, Disney launch type 1 diabetes education effort

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Lilly Diabetes is collaborating with Disney and the mother of the Jonas Brothers for a disease awareness campaign aimed at parents of children with type 1 diabetes. 

The effort includes a hub on Disney's, custom books by Disney Publishing Worldwide for kids with diabetes and the Once Upon a Time contest featuring Denise Jonas, whose son Nick was diagnosed at age 13.

For the contest, Lilly and Disney will invite parents and caregivers to submit a poem, story or essay about their child's experiences with type 1 diabetes. The winning entry, as determined by a panel of independent judges, will be featured on Disney and the winning family will be sent to the 2012 Friends for Life conference, for children with diabetes, in Orlando. The contest is open through November 30. 

Custom books aimed at children of various ages and life-stages with diabetes will launch over the next few years, said Disney Publishing Worldwide and Lilly, and will be distributed through doctors' offices. The books will look at challenges of childhood diabetes such as returning to school after diagnosis, going to birthday parties and playing sports. One book, part of the Mickey Mouse Clubhouse series, introduces Coco, a monkey with type 1 diabetes. 

A microsite at will offer advice on topics like planning vacations, sleepovers and extracurricular activities for kids with diabetes. Content will be refreshed monthly, with contributions from dieticians, psychologists, nurses and families. 

Each year, more than 13,000 young people are diagnosed with type 1 diabetes in the US, according to CDC data. 

Lilly diabetes products include Tradjenta, Humalog, Byetta and Glucagon.

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