1. PR suggestions for Beat Diabetes 2010
1. To help raise awareness and promote prevention-initiation of major diabetes awareness
campaign in association with a large media house in India can be formulated.
2. Strategic partnerships can bring out significant changes in creating awareness about diabetes
across a multi- stakeholder approach and joining forces with :
o Non-Governmental Organizations
o Key Opinion Leaders
o Medical Associations
o Civil Society
o Local Rotary Clubs
o Local Lions Clubs
o Local Health Care Professionals
 In the first two days preceding the screening camps, radio spots, street adverts, posters and
banners, motorcycle rallies and public awareness initiatives announce when and where the
diabetes screening camps will be held.
o On the day of the road show a van, which is actually a mobile cinema mounted with
loudspeakers, folds out a screen and shows a short film (a story about diabetes).
o The turning point in the fictitious Indian drama is when the protagonist approaches the
doctor describing all the symptoms and is diagnosed with diabetes.( At first, he thinks
that his life is over, and this has a dramatic effect on the family members, but the key
learning point shows that it is possible to live with diabetes by adapting the right
lifestyle and taking medication. )
o The film informs people about the widespread risk factors and symptoms of diabetes
and gives key messages on prevention and on how to live a productive and healthy life
avoiding the disease.
o After the film, information and education material is handed out.
o In order to further involve the local crowd in the theme of diabetes, people can
participate in a quiz and win prizes.
o They are also encouraged to attend the free screening camp the following day.
o A screening camp typically takes place in a community centre or in a semi urban area
where local doctors, nurses and self help groups volunteer to screen people.
o If a person is found to have diabetes or high sugar levels, he or she is given a paper
slip with all the essential data and referred to the local hospital, ward or clinic.
o Even the time spent in the endless lines of people waiting for their blood sugar tests is
utilised in a productive manner; education material and hand outs are disseminated,
the audiovisual shown and a diabetologist or a doctor is available for consultation.

2. 3. The campaign should be well rooted in the media with regular articles and news releases about
diabetes at periodic intervals in a phased out and structured manner.
4. A third leg of the PR (media) campaign can be the implementation of an SMS-hotline, primarily
targeted at the (younger generation).
5. Fundraising events can be held to provide funding for insulin, medications, and pumps when
necessary.
6. A volunteer force can be assembled to help people in India -for internet/awareness on a global
level.
7. Information: At present, diabetes is not curable. But at least people can take preventive action
against the most common form of diabetes, type 2. The aim of the PR campaign can be moulded
along with the marketing plan in order to exert influence on factors associated with the
development of type 2 diabetes which include:
o Eating Habits,
o Physical Exercise
o Other Aspects of life
8. Global pharmaceutical majors have started gearing up for awareness campaigns to improve upon
current practices in controlling diabetes.
o There are about 4.09 crore diabetics in India.
o (Project Hope, a four-year collaborative effort started recently and funded by global
majors like Eli Lilly, Becton, Dickinson & Company, and Bayer AG, is basically aimed at
training diabetes educators, 5000 in all, through a standardized curriculum.
o The educator will in turn help the patient to take responsibility for daily self-care and help
prevent the onset of the disease among the vulnerable.)
o Collaborate with such organizations to further take up the cause and promote it actively
in a streamlined structure.
9. Work on creating awareness amongst employees within the Landmark Group and channelize
them for the entire campaign and programme.