Counties Manukau audiences have engaged with the Let’s Beat Diabetes campaign at a rate rarely seen nationally with the hard-hitting advertising reached a recall rate between 80 to 90% for all of the target audiences.

The Diabetes campaign targeted groups most at risk of developing Type 2 Diabetes. Groups included the Maaori, Pacific, and South Asian community and people in high levels of deprivations and those who are already overweight or obese.

According to Ethnic Media CEO, Frank Koloi there’s a misconception that the targeted communities don’t care about health. He says that these results show the community does care and is taking notice. “They just need to be aware of the problems and have the information to take action,” he says.

Outstanding results from the Let’s Beat Diabetes Campaign are down to the community picking up the messages says Tracey Barron, Programme Manager from the Let’s Beat Diabetes.

“Maaori, Pacific and people living in high deprivation areas are often the most difficult to reach of all our population,”says Ms Barron “ and we are thrilled to have to find out that they are picking up our messages and taking about them. It is a tremendous success.”

The campaign’s strategy was to empower the community, create conversations and nudge them into actions which would help to prevent the epidemic of Type 2 Diabetes within the community. “The results show a community with real desire to make positive changes. The potential for change is exciting,” says Ms Barron.

Overall Results

81% now feel more motivated to eat healthily

79% now more concerned about the issue of diabetes

79% now feel more motivated to be active

79% feel more motivated to eat a healthy breakfast

77% now more concerned about obesity

76% now feel more motivated to eat more fruit

75% now feel more motivated to eat more vegetables

73% now feel more motivated to drink water instead of fizzy drink

72% now more likely to get someone in their family to have a health check or test for diabetes

68% now more likely to have a health check up or test for diabetes

68% now felt more motivated to eat less fried foods or takeaways

62% now felt more motivated to reduce the amount they eat.

Notes

The campaign has complemented other national campaigns around healthy eating and physical activity.

The difference in the Let’s Beat Diabetes campaign compared to other healthy eating campaigns is that Let’s Beat Diabetes has put those messages in a context of why change is necessary. That context is the prevention, delay or management of Type 2 Diabetes, a long term, uncurable but often preventable condition that is at epidemic levels within Counties Manukau.

Press advertising and editorial has extended this reasonating purpose for healthier eating and physical activities to include reducing the risk of cancer and stroke.

The campaign strategy was also deeply rooted in the analysis of psychographic modelling, looking a how communities were clustered according to values and visual and verbal messages were crafted to reflect theses values.

The Let’s Beat Diabetes Programme is a groundbreaking community partnership programme in New Zealand. Let’s Beat Diabetes aims to counter the epidemic of obesity and Type 2 Diabetes within the Counties Manukau population. Diabetes can not be beaten without the motivation and involvement of local communities, organisations and businesses.