A Social Marketing Campaign to Underscore the Diabetes Epidemic in New York State

Improving Diabetes Prevention and Management

Grantee Name

Better World Advertising, Inc.

Funding Area

Improving Diabetes Prevention and Management

Publication Date

January 2013

Grant Amount

$1,399,926

Grant Date:

2009 – 2011

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Diabetes prevalence in New York State has doubled since 1994 and is expected to grow; 1.8 million New Yorkers suffer from diabetes and 4.5 million have prediabetes.

To address this crisis, the New York Health Foundation (NYHealth) invested in a $35 million diabetes campaign with the goal of reversing the epidemic. The NYHealth Diabetes Campaign focuses on improving clinical care and patient outcomes; mobilizing communities to prevent diabetes and support diabetes self-management; and promoting policies that sustain comprehensive and effective care for people with diabetes.

To elevate the importance of addressing the diabetes epidemic among key stakeholders, NYHealth funded Better World Advertising (BWA) to create a social marketing campaign to motivate health care providers and faith-based organizations to implement interventions known to improve diabetes care and outcomes.

Outcomes and Lessons Learned

Conducted research and developed creative concepts for two advertising campaigns—one targeting health care providers and another targeting leaders of faith-based congregations.
Tested creative concepts through focus groups with health care providers and faith-based leaders.
Developed creative designs and media strategies for both campaigns.
Launched both advertising campaigns.
Created websites related to each campaign: www.FullDiabetesCare.org and www.FaithFightsDiabetes.org.
Developed additional print and collateral material to support the campaigns.

Read more on the efforts of other NYHealth Diabetes Campaign grantees, including: the New York State Academy of Family Physicians; the New York Chapter of the American College of Physicians; the Community Health Care Association of New York State; and the Healthcare Association of New York State.

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