PUBLIC SECT0R: Diabetes UK to target the undiagnosed

Diabetes UK is to launch a campaign later this month to target the estimated one million UK residents who don't know they have the condition.

For the first time, the charity's annual campaigning will focus solely on those with diabetes rather than on raising awareness of the condition among the general public.

A key target group for the campaign, called Bloody Serious, are the estimated one million people who have the condition, but have yet to be diagnosed. There are an additional 1.4 million people who are registered as having diabetes.

Raising awareness of the symptoms will be key to the campaign. PR efforts will include targeting of ethnic minority publications such as The Voice and Asian Times. According to the charity, people from African, West Indian and Indian backgrounds are three to five times more likely to have the condition.

PR efforts will also focus on Diabetes Week in June.

PRO Naomi Goldberg said: 'The message is that diabetes is serious but, if you have it, you can lead a normal life. It's the people who don't manage it properly that can have long term problems.'

She added that part of the campaign would be to raise awareness of the charity's humming bird brand logo.

Communications efforts are lead by head of comms Srabani Sen. The campaign will be handled in-house.

The charity has recently advised the Coronation Street production team regarding a diabetes plot line featuring the character Katy Nelson, played by Lucy-Jo Hudson.

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