NEW YORK, Jan. 21, 2016 /PRNewswire-HISPANIC PR WIRE/ — Losing weight and being healthier are at the top of 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.

Experience the interactive Multimedia News Release here: http://www.multivu.com/players/English/7731551-ad-council-prediabetes-psa/

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 key: research shows that once people are aware of their condition, they are much more likely to make the necessary lifestyle changes.

The campaign launched today and has a simple but strong message: No one is excused from prediabetes. Humorous PSAs in English and Spanish encourage people to take a short online test at DoIHavePrediabetes.org to learn their risk. People can also take the risk test in real-time through interactive TV and radio PSAs, and learn more about the risk factors associated with the condition. The campaign website features lifestyle tips and links to CDC’s National Diabetes Prevention Program, which connects visitors to a registry of CDC-recognized programs across the country. The campaign also includes an integrated SMS texting initiative which will allow people to take the risk test via text message and receive ongoing support and lifestyle tips. Per the Ad Council’s model, all media will run in time and space entirely donated.

“Awareness is crucial in the effort to stop type 2 diabetes,” said David Marrero, Ph.D., Director of the Diabetes Translation Research Center at the Indiana University School of Medicine and former President, Health Care & Education at the American Diabetes Association. “Take one minute to take the risk test today and share it with your loved ones. The prediabetes risk test will help you know where you stand and help us get closer to our vision of a life free of diabetes and all of its burdens.”

“Knowing that you have prediabetes is just the first step in preventing the onset of type 2 diabetes,” said AMA President-Elect Andrew W. Gurman, M.D. “As soon as someone discovers they may be at risk of prediabetes, they should talk with their physician about further testing to confirm their diagnosis and discuss the necessary lifestyle changes needed to help prevent type 2 diabetes.”

“For the 86 million Americans with prediabetes, we need to communicate a sense of urgency — that it’s time to take action,” said Ann Albright, Ph.D., R.D., director of CDC’s Division of Diabetes Translation. “By participating in a CDC-recognized diabetes prevention program, people with prediabetes can learn practical, real-life changes and cut their risk for developing type 2 diabetes by 58 percent.”

“I think the scary thing is that this really touches everyone – 1 in 3 could be your brother or sister, your best friend or partner,” said Lisa Sherman, President and CEO of the Ad Council. “Our hope is that the risk test will make it easy for people to know where they stand, and motivate them to take steps to reverse their condition.”

“With this campaign we are hoping to spark a change because the reality is that the majority of the public is either unaware or does not take prediabetes seriously,” said Corinna Falusi, Chief Creative Officer, Ogilvy & Mather New York Advertising. “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 TV commercial. Instead of simply educating the viewer, we are pushing them to take action in the moment and get results from that action.”

The ADA, AMA and CDC are working with their local offices, affiliates, and partners to promote and activate the campaign in their communities, with resources for physicians and other health care providers to aid in the screening, diagnosis and treatment process.

The American Diabetes Association

The American Diabetes Association is leading the fight to Stop Diabetes® and its deadly consequences and fighting for those affected by diabetes. The Association funds research to prevent, cure and manage diabetes; delivers services to hundreds of communities; provides objective and credible information; and gives voice to those denied their rights because of diabetes. Since 1940, our mission has been to prevent and cure diabetes and to improve the lives of all people affected by diabetes. For more information please call the American Diabetes Association at 1-800-DIABETES (800-342-2383) or visit diabetes.org. Information from both these sources is available in English and Spanish.

The American Medical Association

The American Medical Association is the premier national organization dedicated to empowering the nation’s physicians to continually provide safer, higher quality, and more efficient care to patients and communities. For more than 165 years the AMA has been unwavering in its commitment to using its unique position and knowledge to shape a healthier future for America.

Centers for Disease Control and Prevention

CDC works 24/7 saving lives and protecting people from health threats to have a more secure nation. Whether these threats are chronic or acute, manmade or natural, human error or deliberate attack, global or domestic, CDC is the U.S. health protection agency.

Ad Council

The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of public service campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns visit adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.

Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for four consecutive years, 2012, 2013, 2014 and 2015; and the EFFIEs World’s Most Effective Agency Network for two consecutive years 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

MORRISVILLE, North Carolina, Jan. 19, 2016 /PRNewswire-HISPANIC PR WIRE/ — Chilly winter weather sends everyone looking for ways to stay warm, from bundling up in hats and scarves to cuddling up with loved ones.  Unfortunately, while you and your family are seeking warmth from the cold, head lice are also seeking warmth on your hair and scalp. 

In households that have been fortunate enough to avoid a lice outbreak so far this year, parents are breathing a sigh of relief.  Lice are only spread around summer camp and back-to-school time, right?  Unfortunately, this is a common misconception.  The truth is that children and families are just as likely to be exposed to head lice in the winter months as they are during summertime, particularly because winter is a time when kids share hats and scarves and spend more time playing indoors in close proximity to each other.  Any instance of head-to-head contact is an opportunity for lice to spread, and lice aren’t any less persistent when temperatures drop.

According to the Centers for Disease Control and Prevention, it’s estimated that as many as 12 million children get lice each year, with infestation being most common among pre-school children attending child care, elementary school children and the household members of infested children¹.  Recently, lice infestations have become more difficult to eliminate for some families due in part to the development of super lice, strains of pesticide-resistant head lice. Head lice sampled in 12 states across the U.S. identified a percentage in each state carrying a gene mutation making them resistant to traditional pesticide-based active ingredients². In some cases, the frequency of this mutation was as high as 100%. News about this resistance has left parents wondering what their options are for treatment.

“Parents should be aware of new options such as Vamousse Lice Treatment, that works to kill both lice and eggs in one treatment without the use of pesticides,” says Jason Schmidt, an entomologist and Director of Research and Development for TyraTech, a North Carolina life sciences company specializing in non-toxic insect and parasite solutions.  “Vamousse offers a full range of pesticide-free solutions for treating and defending against head lice, making it a great choice for families.”  Schmidt also recommends following these simple tips to help keep your household lice-free all winter long:

• Head checks – Conduct regular checks of your child’s hair using a fine-toothed comb. Lice live within one inch of the scalp, laying eggs that look like grains of sand adhered to the hair shaft.
• Avoid head-to-head contact during play – Hard to do, but especially important if head lice has already been detected among classmates or friends. Keeping long hair pulled back can help.
• Don’t share – Encourage children not to share hats, scarves, combs or other items that come in contact with hair. Don’t worry too much, though, as head-to-head contact is the primary mode of transmitting lice.

If your family is exposed to head lice, don’t panic.  Non-toxic, pesticide-free Vamousse Lice Treatment is available over-the-counter and is clinically proven to kill lice and their eggs in one treatment. It uses the active ingredient Natrum Muriaticum to dehydrate lice, even super lice, and nits.

Remember, if one person in your home contracts head lice, your entire family is at risk.  Defend against the growth of an infestation with a non-toxic daily lice shampoo like Vamousse Lice Defense, which is recommended for use during high-risk periods and for 10 to 14 days after potential exposure. It is pesticide-free and safe enough for use by the entire family, including children as young as two.

Vamousse Lice Treatment (MSRP $24.99) is available nationwide at Walmart, CVS, Walgreens, Kmart, and in some regional chains, including Harris Teeter and HEB, and online at Walmart.com, CVS.com, Walgreens.com, Amazon.com and Drugstore.com.  Vamousse Lice Defense Shampoo (MSRP $12.99) is available nationwide at Walmart and in some regional chains, including Harris Teeter, and online at Walgreens.com, Amazon.com, Drugstore.com and Walmart.com.

Additional information and resources can be found at www.vamousselice.com.   

About TyraTech

Established in 2004, TyraTech, Inc. (AIM: TYR and TYRU) is a life sciences company focusing on nature-derived insect and parasite control products that are as effective as traditional chemical options while providing a new level of safety for people, animals and the environment. TyraTech’s Nature’s Technology® leverages its patented scientific platform to provide a full range of biocides, head lice and insect repellent solutions, including Vamousse Lice Treatment and Vamousse Lice Defense.

¹ Centers for Disease Control and Prevention (2015) Head Lice – Frequently Asked Questions (FAQs). Retrieved from http://www.cdc.gov/parasites/lice/head/gen_info/faqs.html

² Yoon et al. (2014) Knockdown resistance allele frequencies in North American head louse (Anoplura: Pediculidae) populations. J. Med. Entomol. 51.

Contact: Chris Shigas
(919) 308-1816