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Aboriginal Diabetes Initiative (ADI)
“ Eat Right. Be active. Have fun. You can prevent Diabetes.” Campaign

Background

Diabetes was virtually unknown amongst Aboriginal people 50 years ago. It is now recognized as a significant health concern. The prevalence rates of diabetes are now 3-5 times higher among Aboriginal people than in the general Canadian population.
Type 1 diabetes is rare among Aboriginal peoples, meaning the majority of diabetes cases in First Nations communities are due to type 2 (Canadian Paediatric Society, 1994), which is preventable.
While diabetes rates within Aboriginal peoples are rising rapidly, there is a special concern in the rate growth among children and women of childbearing age. Normally considered a disease of aging, type 2 diabetes is now beginning to emerge in Aboriginal children as young as five years of age.
Because Aboriginal ancestry is a risk factor for diabetes (Young et al., 1990), this disease is of importance to all Aboriginal communities, regardless of whether or not a community currently experiences a high rate of disease. Due to the nomadic lifestyles and feast/famine cycles of their ancestors, Aboriginal peoples in Canada are likely to be genetically predisposed to store energy from the diet very efficiently. The adoption of a market diet high in energy, saturated fat and simple sugars, along with an increased tendency towards sedentary lifestyles and reduced physical activity, leads to a rise in the prevalence of obesity and subsequently diabetes (Thouez et al., 1989).
Diabetes is a significant concern in Aboriginal communities for a variety of reasons other than high rates of disease, including earlier onset, greater severity at diagnosis, high rates of complications, lack of accessible services, increasing trends, and the increased prevalence of risk factors for a population already at risk.

Strategies and Campaign Description

The "Eat Right. Be Active. Have Fun. You can prevent Diabetes" Aboriginal Diabetes Initiative Social Marketing Campaign is framed around Aboriginal families and communities, with particular emphasis on parents and caregivers of children 5-15 years of age. The parents and caregivers are usually the primary influence in the lives and health of their children.

Positioning:

Eat Right. Be active. Have fun. You can prevent Diabetes.
Type 2 diabetes is preventable through modifiable behaviour such as healthy eating and regular physical activity.
Parents can help improve their children's lifestyles now and for the future by encouraging active, healthy living.
If you do not engage in healthy living practices now, you will be at a higher risk of developing diabetes and its complications.
There are many serious complications of diabetes (cardiovascular disease, blindness, limb amputation, etc.).

Research, Monitoring and Evaluation

Communications Benchmark Study: Awareness and Knowledge Levels of Type 2 Diabetes Among Aboriginal Peoples in Canada
Ipsos-Reid - January 2002

The majority of First Nations (On-reserve 81%, off-reserve 76%) and Métis report that they have seen the health consequences of diabetes among the people they know. Less than one-half (47%) of Inuit report that this is true in their case.

Métis (88%), First Nations residing off-reserve (87%), and First Nations residing on-reserve (81%) agree that diabetes is a serious problem in Canada today. While the majority of Inuit (69%) also concur with this point of view, they are less likely to do so.
The majority of respondents are able to confirm that for many people, the effects of type 2 diabetes can be either controlled or eliminated through healthy eating, a controlled diet and regular exercise. Knowledge that type 2 diabetes may be controlled in this manner tends to be lower among the Métis (75%), compared to First Nations respondents residing off-reserve (86%).
The clear majority of respondents agree that increased knowledge about diabetes would cause people to change their lifestyle in order to prevent getting diabetes. Nine in ten (90%) of Inuit, followed by First Nations residing on-reserve (87%), First Nations residing off-reserve (84%), and Métis (82%) agree with this point of view.

Summary Information

Social Marketing Objectives	The primary marketing objective of the campaign is to decrease the incidence of type 2 diabetes in Aboriginal populations. In order to achieve this objective, the social marketing campaign will: Raise/increase awareness within the Aboriginal population about the major causes and risk factors associated with type 2 diabetes. Encourage Aboriginal People to take steps to prevent the disease (ie. promote fitness and nutrition as a means to prevent the disease). Establish an attitude of confidence and hope that diabetes can be controlled and prevented. Encourage parents/care-givers to start practising prevention strategies with their children so it becomes a way of life for their children. Encourage health organizations, friendship centres and other Aboriginal community organizations (i.e. Inuit governance and Métis regional offices) to raise awareness about diabetes, its risk factors and causes, with their patients and community members.
Target Audience(s)	Primary Parents/care-givers of Aboriginal (First Nations on and off reserve, status and non status, Métis, and Inuit both in Inuit communities and in urban settings) children 5-15 years old. Aboriginal Children 5-15 years old Secondary Aboriginal Educators Aboriginal Health Professionals Aboriginal Leaders
Key messages	Eat Right. Be active. Have fun. Type 2 diabetes is preventable through modifiable behaviour such as healthy eating and regular physical activity. Parents can help improve their children's lifestyles now and for the future by encouraging active, healthy living. If you do not engage in healthy living practices now, you will be at a higher risk of developing diabetes and its complications. There are many serious complications of diabetes (cardiovascular disease, blindness, limb amputation, etc.).
Tactics	Tactical plan for 2002/03 included: Campaign launched on National Aboriginal Diabetes Day, May 3, 2002 by Ethel Blondin-Andrew (Secretary of State, Children and Youth) and representatives from the 5 National Aboriginal Organizations. Distribution of ADI pens and Flingers in the National Aboriginal Diabetes Association kits distributed to Aboriginal children through the schools. Distribution of 4 posters each produced in English, French and Inuktitut] (June, 2002) Distribution of 6 Fact sheets each produced in English/French and English/Inuktitut] (June 2002) Pamphlets distributed in partnership through the North West Stores and Arctic Coops [a First Nations/Métis and an Inuit concept] (January 2003, May 2003) Radio advertisements on Paid and Community Aboriginal radio stations [4 advertisements each produced in English, French and Inuktitut] (May, 2003, July/August 2003, November 2003).
Strategic alliances	Assembly of First Nations Inuit Tapiriit Kanatami Métis National Council Congress of Aboriginal Peoples Pauktuuti Inuit Women's Association National Aboriginal Diabetes Association North West Stores Arctic Co-ops
Timing	The Aboriginal Diabetes Initiative Social Marketing Campaign was launched on May 3, 2003. The campaign has extended throughout the 2003/04 year.
Contact	For more information on this particular campaign, please email marketing@hc-sc.gc.ca and we will do our best to answer your inquiry in a timely manner.