Diabetes (Mainstream)
“ Eat Right. Be active. Have fun. You can prevent type 2 diabetes.” Campaign

Background

Diabetes is considered a public health problem of potentially enormous proportions. More than 2 million Canadians live with diabetes. Recent comparative national surveys show prevalence rates of diabetes are on the rise; as the Canadian population ages and rates of obesity rise. This trend is expected to worsen. Increasing obesity rates among children and youth and the rise in prevalence of Type 2 diabetes among young Canadians are also major concerns. Diabetes can lead to heart disease, blindness, kidney failure and limb amputations.

In economic terms, the burden of diabetes to the Canadian population due to health care costs, disability, work loss, and premature death is estimated to be $9 billion annually. The Canadian Diabetes Strategy (CDS) was created to help alleviate the strain diabetes has placed on Canada and its citizens. The goal is to put in place a number of initiatives that generate enough momentum and capacity to ensure that diabetes maintains a prominent place on the national public health agenda for as long as the need remains.

Strategies and Campaign Description

The "Eat Well, Be Active, Have Fun" Diabetes Campaign is framed around Canadian families, with particular emphasis on women between the ages of 25-39 who tend to be the caregivers and the primary influence in the lives and health of their family members. These women touch the lives of their children, spouses (men, at higher risk) and parents (seniors, at higher risk), thus disseminating the healthy living message to all intended target.

Positioning:

• Eat well. 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.).

Research, Monitoring and Evaluation

Pre-campaign research
Ipsos-Reid
October 2002

• The majority (97%) of Canadians feel that diabetes is either a very (66%) or somewhat (31%) serious problem in Canada today.
• Overweight people (35%) and those with a family history of diabetes (26%) are the groups most commonly identified as the most likely to develop diabetes.
• Three quarters (75%) of those surveyed confirm that there are two types of diabetes.
• Canadians who are aware that there are two types of diabetes correctly identify Type 1 diabetes as insulin-dependent (27%) and Type 2 as the type that may be controlled through diet (13%).
• Among Canadians who are aware that there are two types of diabetes, the two most commonly mentioned means of preventing Type 2 diabetes are lifestyle changes, i.e. a healthier diet (66%) and increased physical activity (39%).
• Among those who are unaware that there are two types of diabetes, when asked how one can prevent diabetes, over one half (55%) say “through lifestyle changes,” followed by “increased physical activity” (33%).

Post-campaign awareness monitoring
Ipsos-Reid
January 2003

• Since October 2002, the perception that diabetes is a “very serious problem” has increased, from 66% to 71%.
• Overweight people (37%, up from 35% in October 2002) and those with a family history of diabetes (25%, similar to 26% in October 2002) are the groups most commonly identified as being most likely to develop diabetes.
• Over three-quarters (77%, up from 75% in October 2002) of those surveyed confirm that there are two types of diabetes.
• Canadians who are aware that there are types of diabetes correctly identify Type 1 diabetes as insulin-dependent (26%, similar to 27% in October 2002) and Type 2 as the type that may be controlled through diet (unchanged at 13%).
• Among Canadians who are aware that there are two types of diabetes, the two most commonly mentioned means of preventing Type 2 diabetes are lifestyle changes, i.e. a healthier diet (65%, similar to 66% in October 2002) and increased physical activity (42%, up from 39% in October 2002).
• Among those who are unaware that there are two types of diabetes, when asked how one can prevent diabetes, over one half (58%, up from 55% in October 2002) say “through lifestyle changes,” followed by “increased physical activity” (26%, up from 23% in October 2002).

Summary Information