American Diabetes Alert: Nation’s Wake-up Call for Risk of Diabetes
"You can’t control a disease you don’t even know you have," says Kenneth Inchausti, a communications manager at the American Diabetes Association (ADA) National Office.
The American Diabetes Alert, a national public awareness campaign, attempts to reach undiagnosed individuals through public service announcements in print and broadcast media, as well as through community outreach. "Because diabetes is the leading cause of heart disease, kidney failure, blindness, stroke and amputation, controlling it is absolutely critical," explains Inchausti. "Sixteen million Americans have diabetes, but one-third don’t even know they have it."
Over four million "risk tests", paper and pencil quizzes that help determine your risk for diabetes, were distributed during this year’s Alert, held on the fourth Tuesday of March. The test was also available on-line at the ADA’s website, "www.diabetes.org".
Risk factors for diabetes include being overweight, underactive, and over the age of 45, as well as having a family history of diabetes. African Americans, Hispanics, and Native Americans are at an increased risk. And, Inchausti adds, "With our nation getting older and heavier, more people are falling into the at-risk category. And that makes it likely that the number of diabetes cases will rise dramatically as we enter the 21st century."
With this projected increase, the Association’s role as the non-profit leader in supporting research, information and advocacy becomes even more crucial in its mission to prevent and cure diabetes and to improve the lives of all people affected by it. Inchausti and other communications staff work toward meeting this growing challenge by responding to late-breaking scientific studies, addressing health issues and promoting diabetes awareness through media relations, alliance building, video production and event coordination.
With such a full range of responsibilities, the ADA turned to PRofessional Solutions for assistance with public service announcement placements for this year’s American Diabetes Alert. "PRofessional Solutions’ associates were extremely helpful in getting placements for us as we marked the 10th anniversary of the Alert," said Inchausti. Through some tenacious pitching, editorial placements were found in ten national consumer and trade publications. The estimated reach for those placements exceeded 5 million readers."
"The 10th anniversary of the Alert could easily be described as a success," claims Inchausti. "Newsweek, Businessweek, and U.S. News and World Report have all featured our PSA in their publications, including a full page placement in the March 9 issue of Newsweek." The ADA’s coalition efforts with the Lions Club and African American churches also aided in getting the word out and a joint initiative with Wal-Mart pharmacies assisted in distributing tens of thousands of risk tests.
"Clearly, we are getting the message out. But with six million undiagnosed individuals, we must continue our work to further reduce that number," says Inchausti.
For more information on diabetes, contact the American Diabetes Association at 1-800-DIABETES or visit their website, "www.diabetes.org".
This profile appeared in the Fall 1998 issue of Smart Solutions, the PRofessional Solutions newsletter for clients and associates.
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