Jan182011

Case Study: The Faces of Diabetes

Posted by Kassy Perry

Messenger Makes the Message

The best message can be reduced to gibberish without the right messenger; and only the most credible messenger can break through cultural barriers and stimulate social change in health care. Despite widespread public health efforts working to stem the rising tide of diabetes in the United States, Latinos and African Americans continue to be disproportionately affected. Through engagement of credible and relatable messengers PCG built strategic partnerships and developed a meaningful health resource, positioning the Amylin-Lilly Alliance as a committed partner with more than marketing in mind. “The Faces of Diabetes: Diabetes, Your Family, and You,” featured local families and provided medical, social and pictorial perspectives based on the real experiences of Latinos and African Americans affected by diabetes in local communities.

By working with state and local chapters of the American Diabetes Association as well as community health centers, ethnic organizations and physician to create and distribute this non-promotional publication in English and Spanish, PCG demonstrated the Alliance’s recognition of and respect for cultural values and customs while providing a reliable source of information to reduce morbidity and mortality in underserved populations.

THE RESULTS:

  • The Amylin-Lilly Alliance became an established and valued partner with organizations committed to reducing health disparities
  • More than 200,000 localized magazines were distributed by the American Diabetes Association as well as community organizations, health care providers, pharmacies and advocacy groups in 5 states

 


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