The campaign is being run by Specsavers' six-year incumbent agency Beattie Communications.
It has been briefed to target young people with case studies and highlight the large number of young sufferers who have not been screened for related eye condition retinopathy.
The two organisations are using Olympian Sir Steve Redgrave, who has Type 1 diabetes, to encourage screening.
Beattie account director Amanda Fry said the media relations campaign would involve a case study of Sarah Caltieri, who went blind at 16 because she did not correctly manage her diabetes.
‘By letting people know about the devastating impact that diabetes can have, we hope everyone will be encouraged to take good care of their eyes,' said Diabetes UK director of care, information and advocacy services Simon O'Neill.
The link-up with Specsavers will also see Diabetes UK become an official charity partner to the optician's Spectacle Wearer of the Year and Celebrity Spectacle Wearer of the Year competitions. They specifically target 16 to 30-year-olds, and will be used to flag up the blindness campaign.