Goals and objectives
Diabetesforeningen is a Danish NGO and patient organization, which is dedicated to fighting diabetes, raising awareness, early detection, and prevention. In order to drive their mission forward, they embarked on a national-scale marketing campaign with the specific goal of encouraging the Danish population to take an online risk test to assess their likelihood of developing type 2 diabetes
Type 2 diabetes is far more prevalent and serious than Danes believe. In Denmark, 322,000 people are currently diagnosed with the disease - a number expected to reach half a million by 2030. With disabling and life-threatening complications in tow, diabetes is a silent health catastrophe that has significant consequences for individuals and for the society if not addressed in time.
The purpose of the screening and prevention campaign was therefore
(1) to identify people with undiagnosed type 2 diabetes and motivate them to seek medical attention, receive treatment, change lifestyle, and prevent complications.
Additionally, the purpose was (2) to identify people with pre-diabetes and motivate them to seek medical attention and enable them to actively prevent the development of type 2 diabetes and thereby prevent complications from developing.
At the same time, we wanted (3) to disseminate knowledge about type 2 diabetes, including especially who the disease can affect, where the outdated and incorrect - but unfortunately quite widespread and popularly rooted term ”old man’s sugar disease” - positions type 2 diabetes as a disease that only affects ”older” or ”unhealthy” individuals.