Jaimy Lee, Christina Capodice
November 02, 2009
ALEXANDRIA, VA: The American Diabetes Association (ADA) launched a campaign November 2 to raise awareness about the seriousness of diabetes with the general public.
The association is using media relations, blogger outreach, social media, PSAs, events, and partnerships to address the public's lack of understanding about diabetes for its ongoing “Stop Diabetes” effort, said George Huntley, chair of the ADA.
“It's a multi-faceted campaign that was designed to raise awareness and get people moving and activated on the diabetes front,” he said. “This is a game-changing program for us.”
Mullen, which was named AOR for the ADA in early 2009, is providing support. Budget was not available.
The agency is reaching out to health, lifestyle, and diabetes bloggers as well as national, regional, and local TV and print outlets to drive interest in the campaign's Web site, where people can share stories, donate, and learn about the disease, said Tony Labriola, SVP and account director at Mullen.
The campaign's messaging will be integrated into the ADA brand, he added. The ADA also announced a partnership with Nutrisystem, its first corporate sponsor for the campaign. It will continue working with Gold's Gym, its partner of five years, as well.
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