Diabetes UK and Tesco have launched a £2m advertising campaign to raise awareness of the risk factors for Type 2 diabetes.

The campaign is part of Diabetes UK’s charity partnership with Tesco, aiming to raise £10m to help those affected by or at risk of diabetes.

The campaign kicks off today and will run until October 6 with on-street, radio, transport and digital advertising raising awareness of the risk factors for Type 2 diabetes - weight; waist size; ethnicity and family history.

Diabetes UK is concerned that although up to 80 per cent of Type 2 cases could be prevented through lifestyle changes, unless people understand the seriousness of the condition then they are unlikely to see the need to find out their own risk or make the lifestyle changes that can help prevent it.
 
Barbara Young, Chief Executive of Diabetes UK, said: “Most people do not understand the potential consequences of developing Type 2 diabetes.  We hope our advertising campaign will help people realise the importance of understanding their own risk of Type 2 and making lifestyle changes if they are one of the seven million of us who are at high risk.”

Find out how Diabetes UK won its lucrative charity partnership with Tesco.