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Finalist

Let’s Change Perspective: Fighting Diabetes Stigma through the UK Media

by Aurora for Abbott Diabetes Care

Summary of work

We launched the UK’s first-ever diabetes stigma campaign, Let’s Change Perspective, following in-depth qualitative and quantitative research revealing the behavioural and attitudinal stigma that exists both within the general population and the diabetes community. An initial workshop with people living with diabetes and Diabetes UK explored the extent, experiences, and environments for stigma, whilst quantitative research data provided further community evidence and, crucially, the comparative awareness of stigma amongst the general population. Key findings were that “diabetes is the all too frequent punchline in the media” and, specifically:
  • 54% of people living with diabetes think language used to speak about diabetes reinforces stigma
  • 72.5% of people with diabetes have seen negative commentary in the media (Facebook:53%, Newspapers:41%)
With the media need clearly defined, we created a segmented media strategy to reach people living with Type 1 and Type 2 diabetes, and most importantly shone a light on stigma for the first time using national media channels. Working with Type 1 diabetes X-Factor star Amelia Lily, we secured 77 pieces of coverage with reach of 105.4 million and included a controversial and captivating debate on Britain’s most stigmatising news channel, GB News, which highlighted the stigma live on national TV.

Judges’ comments

This entry from Aurora and Abbott Diabetes Care was very well thought through. It had a clear link from insights to strategy to implementation, with some fantastic results. Thoughtful, important work.