• Sean Stephens

Arthur launches Diabetes UK campaign

700 people a day are diagnosed with diabetes in the UK – that’s one person every two minutes.

There are currently 3.5 million people in the UK diagnosed with diabetes, and a further 549,000 who are undiagnosed. Diabetes UK are launching an integrated marketing campaign through Arthur London to provide practical tips for these people dealing with diabetes on a daily basis.

A free book, ‘100 things I wish I’d known about living with diabetes’ has been written by the experts – people actually living with diabetes. Covering everything from going on holiday and eating out, working out and managing diabetes alongside work, relationships and more, the book is full of tips and advice for every part of life to help people get through the everyday challenges that living with diabetes presents.

Celebrity contributors have included:

• Actor Jonny Labey, who has Type 1 diabetes • TV presenter Phillip Schofield, whose mother and brother have Type 1 diabetes • England international rugby player Chris Pennell who has Type 1 diabetes • One half of the Hairy Bikers, Si King, whose wife and son have Type 1 diabetes.

Supported by Tesco, the campaign will run across TV, print and social launching on the 15th February. The TV spot, created by Arthur London and directed by Anthony Dickenson for Royle Productions, will air on Monday 15th February on channels including ITV. The ad. features real people living with diabetes, bringing to life that the tips in the book are written by people living with diabetes for others living with diabetes, their friends and family.

Chris Askew, Chief Executive of Diabetes UK, said: “We know that every two minutes someone is diagnosed with diabetes and people often tell us they are left in despair and feel like they have no-one to turn to. But that doesn’t need to be the case. We know that people who have diabetes and their loved ones are real experts in managing the condition, and have a wealth of tips and advice that help others overcome the daily challenges of life with diabetes. That’s why we’ve brought together their amazing knowledge into a collection of brilliant tips. Having this book is like having a best friend in the room who knows exactly what you are going through and who can offer tried and tested advice. Whether you have Type 1 or Type 2 diabetes, if you’ve just been diagnosed or you’ve had diabetes for many years, this book offers invaluable support and insight.”

Claire Sandham, Head of Brand at Diabetes UK said:

“This is a fantastic opportunity to reach even more people living with diabetes. We are excited about working with Tesco to deliver a truly integrated campaign with ambitious objectives to increase brand engagement and build long-term relationships with people who need our support.”

Nick Spindler, Partner at Arthur London said:

“The response from people living with and affected by diabetes contributing to this book has been amazing, as is their content. The work of Diabetes UK with the support of Tesco has already made significant impact in the UK. We’re delighted to play our part.”