Insight, Research & Strategy: Diabetes UK reveals state of the nation

Diabetes UK wanted to put diabetes on the political agenda ahead of a National Audit Office report on government spending. The campaign centred on its State of the Nation report, which outlined failings in healthcare for diabetes sufferers.

Diabetes UK: Campaigned at Westminster
Diabetes UK: Campaigned at Westminster

Campaign: State of the Nation
Client: Diabetes UK
PR team: In-house
Timescale: February-May 2012
Budget: £16,000



  •  To create public demand and a political climate conducive to policy change.

Strategy and Plan

Diabetes UK's State of the Nation report was sent to MPs and the Minister of State for Care Services, Paul Burstow. It highlighted care standards using stats and profiles of people affected. The report was sent to all national health correspondents.

Press releases were tailored to different regions with relevant stats and localised case studies. Campaigners met their MPs at a lobbying event organised at Westminster. Photographs of the meetings were sent to appropriate regional newspapers.

Measurement and Campaign

On the report's launch, ITV interviewed the Diabetes UK spokesperson and the campaign was covered in The Daily Telegraph and The Guardian. Regional profiles received 22 pieces of coverage in local newspapers.


Twelve MPs wrote to Burstow and he publicly committed to taking action on the issue. A further 46 MPs backed a motion calling for a national diabetes plan to be implemented.

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