Ad Council and Leading Diabetes Organizations Launch First Campaign to Educate Hispanics...

Ad Council and Leading Diabetes Organizations Launch First Campaign to Educate Hispanics with Diabetes about the Importance of A1C

A1C is an important tool to reduce the risk of deadly complications like heart attack and stroke


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New York, NY–(HISPANIC PR WIRE)–September 13, 2007–The Ad Council, the nation’s leading producer of public service advertisements (PSAs), the American Diabetes Association (ADA), and the Juvenile Diabetes Research Foundation International (JDRF), with the American Association of Diabetes Educators (AADE) and the National Council of La Raza (NCLR), are launching the first ever national public education campaign geared to raise awareness of A1C, a key indicator of diabetes management. The new campaign was unveiled today by the Ad Council, ADA and JDRF.

The unprecedented collaboration will educate Hispanics with diabetes on the critical importance of knowing their A1C. A1C is a test that measures a patient’s blood glucose level over the previous three months that might also help predict serious health complications like heart attack and stroke. People with diabetes must know their A1C level to manage diabetes, and the goal for most people with diabetes is to maintain a consistent A1C score of less than 7 percent. Unfortunately, many people do not know their A1C level. For example, a New York City Department of Health report found that in 2003 eighty-nine percent of patients with diabetes in New York City did not know their A1C level. National figures from the Centers for Disease Control and Prevention (CDC) suggest that 63 percent of all diabetes patients have A1C levels above 7 percent.

“We are proud to work with NCLR, ADA and JDRF to increase awareness of A1C, and its importance in helping patients manage their diabetes and prevent diabetes-related complications,” said Peggy Conlon, President and CEO of the Ad Council. “This unique campaign, with its simple and clear message, holds great promise to help Hispanics with diabetes successfully manage this potentially devastating disease and improve their quality of life.”

Recognizing the high incidence of diabetes among the Hispanic population, the campaign will use an integrated approach featuring Spanish-language messaging to reach the Hispanic community. The multimedia PSA campaign, created pro bono by McCann HumanCare/Salud, will aim to reach Hispanics with provocative television, radio, print, outdoor, and Web messaging using a strategic “important number” approach. The central theme builds on the fact that life is filled with many important numbers, such as birthdays, phone numbers and dates, but that your A1C number is the most important to your life if you have diabetes.

Diabetes is a major health issue in today’s society, and the disease is particularly devastating to Hispanics. According to the Centers for Disease Control and Prevention, on average, adult Latinos are nearly twice as likely to have diabetes as non-Hispanic whites of the same age.

People can live for years with unmanaged diabetes causing irreparable damage that can lead to heart attack and stroke. An A1C test could have been their warning sign. In addition, the CDC states that diabetes when not properly managed increases the risk of kidney failure, blindness, nerve damage and amputations.

“We are excited to join forces with the Ad Council, ADA and JDRF to educate Hispanics on the importance of their A1C in leading a healthy life,” said Liany Arroyo, Director of the Institute for Hispanic Health, National Council of La Raza. “Our organization is committed to promoting the advancement of Latino families, and good health is key in this advancement. With nearly half of Latino children born in the year 2000 likely to develop diabetes, there has never been a better time to alert Hispanics on how A1C is critical in managing diabetes.”

“Our mission is to prevent and cure diabetes and to improve the lives of all people affected by diabetes,” said John Buse, MD, President, Medicine & Science, American Diabetes Association. “Today two out of three people with diabetes die of a heart attack or stroke. Increasing the awareness of A1C is one of the most important steps that we can take to help those living with diabetes.”

Paul Strumph, M.D., Vice President of Research and Chief Medical Officer at JDRF adds, “Educating people with diabetes about the importance of knowing their A1C is essential in improving the short- and long-term outcomes of children and adults with diabetes, while we continue to search for a cure. Given the devastating complications that can result from diabetes, and the ability to reduce those risks by managing A1C levels, this campaign is launching at a pivotal time.”

Tom Boyer, Executive Director of the Diabetes Care Coalition, said, “We have been involved in educating people with diabetes about the importance of A1C awareness since 2005, and are excited about joining with the Ad Council to launch this vital campaign. The ultimate goal is to improve understanding of the role that A1C control plays in managing diabetes. The Diabetes Care Coalition hopes this campaign will help every Hispanic with diabetes strive to live with an A1C level that will reduce their risk of complications such as heart attack or stroke.”

The campaign will direct all audiences to visit a new interactive Web site and dial toll-free numbers to obtain information explaining the importance of talking to a healthcare provider about the A1C test and the role it can play in reducing the risk of diabetes complications. All information is available in Spanish. For more information about the A1C test or the campaign, call 1-800-788-9604 or visit http://www.midiabetesA1C.org.

The campaign is made possible by educational grants from Abbott Diabetes Care Inc., Bayer HealthCare LLC, Diabetes Care, LifeScan, Inc., Novartis Pharmaceuticals Corporation, Novo Nordisk Inc., Roche Diagnostics Corporation and sanofi-aventis U.S. LLC.

ABOUT THE ADVERTISING COUNCIL

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit http://www.adcouncil.org.

ABOUT THE AMERICAN DIABETES ASSOCIATION (ADA)

The American Diabetes Association is the nation’s premier voluntary health organization supporting diabetes research, information and advocacy. Founded in 1940, the Association has offices in every region of the country, providing services to hundreds of communities. The mission of the Association is to prevent and cure diabetes and to improve the lives of all people affected by diabetes. For more information, please visit http://www.diabetes.org or call 1-800- DIABETES (1-800-342-2383). Information is available in English and Spanish.

ABOUT THE JUVENILE DIABETES RESEARCH FOUNDATION INTERNATIONAL (JDRF)

JDRF is the leading charitable funder and advocate of type 1 (juvenile) diabetes research worldwide. JDRF was founded in 1970 by the parents of children with type 1 diabetes – a disease that strikes children, adolescents, and adults suddenly, makes them insulin dependent for life, and carries the constant threat of devastating complications. Since inception, JDRF has provided more than $1.16 billion to diabetes research worldwide. More than 85 percent of JDRF’s expenditures directly support research and research-related education. JDRF’s mission is constant: to find a cure for diabetes and its complications through the support of research. For more information please visit http://www.jdrf.org.

ABOUT THE NATIONAL COUNCIL OF LA RAZA

The National Council of La Raza (NCLR) – the largest national Hispanic civil rights and advocacy organization in the United States – works to improve opportunities for Hispanic Americans. Through its network of nearly 300 affiliated community-based organizations, NCLR reaches millions of Hispanics each year in 41 states, Puerto Rico, and the District of Columbia. To achieve its mission, NCLR conducts applied research, policy analysis, and advocacy, providing a Latino perspective in five key areas – assets/investments, civil rights/immigration, education, employment and economic status, and health. In addition, it provides capacity-building assistance to its Affiliates who work at the state and local level to advance opportunities for individuals and families.

ABOUT THE AMERICAN ASSOCIATION OF DIABETES EDUCATORS

Founded in 1973, the American Association of Diabetes Educators is a multidisciplinary professional membership organization of healthcare professionals dedicated to integrating successful self-management as a key outcome in the care of people with diabetes and related conditions. Its mission is driving professional practice to promote healthy living through self-management of diabetes and related conditions.

Ad Council and Leading Diabetes Organizations Launch First Campaign to Educate Hispanics with Diabetes about the Importance of A1C