# Presentation: 577061

## HHS/National Diabetes Education Program

**HHS/National Diabetes Education Program**
**Diabetes Prevention Campaign**

**Notes:**
Talking Points:
The National Diabetes Education Program has been charged by Secretary Thompson with taking  the lead for HHS in translating the DPP’s landmark findings.  The program is developing a comprehensive campaign targeted to health care providers, consumers, and payers and purchasers of health care through mass media, targeted trade media, community channels, and health care system channels.  We hope you’ll join us in the campaign and help get out the diabetes prevention message through your communications channels.

An NDEP Diabetes Prevention Program Translation Committee has been working since October to lay the groundwork for the campaign and guide message development based on the DPP science.  The committee roster is attached to your copy of the plan.

## Purpose of the Communications Plan

**Changing the way diabetes    is treated**

**Preliminary understanding of the communication challenges**
**Potential communication messages based on the DPP science**
**Strategies and tactics for initial phases of the Diabetes Prevention campaign**
**Timeline for action**
**Potential theme for the campaign, illustrated with creative concepts and examples**

**Purpose of the Communications Plan**

**Notes:**
Talking Points: 
The draft plan we are sharing with you today is a roadmap...a starting point for laying out the messages, strategies, tactics, and timeline for the diabetes prevention campaign.  With the help of the Translation Committee, we’ve nailed down the key scientific messages that need to be translated...and we’ve identified key communication barriers...
With the help of a large scale focus group study that CDC is conducting, we will learn more about those barriers and how our audiences think and feel about diabetes prevention.
NDEP will use that research to develop the promotion and dissemination components of the campaign as well as strategies to get the message out through community interventions.

## First Phase Audience

**Changing the way diabetes    is treated**

**First Phase Audience**

**Health Care Providers (especially, primary care providers)**
**Journals and trade media that reach health care providers **

**Notes:**
Talking Points:
Health care providers are our first phase audience.
Now that the NEJM article on the DPP has been published, we’re going to start placing articles in medical news media and give presentations to get the science message out to health care providers.  We need to prepare health care providers for responding to patient requests for information and for working with patients at risk for type 2 diabetes.

## Campaign Objectives

**Changing the way diabetes    is treated**

**Campaign Objectives**
**Health Care Providers**

**Providers assess their patients’ risk for type 2 diabetes and, if indicated, test their blood glucose levels.**
**Providers help IGT patients initiate lifestyle modifications and, if appropriate, refer them for help.**
**If indicated, providers discuss other treatment options with their patients.**

**Notes:**
Talking Points:
In essence, we need health care providers to help their high risk patients lose 5 to 7 percent of their body weight, and not focus on ideal weights or perfect BMIs.  A critical step here is helping health care providers identify their patients who are at risk for type diabetes and who have IGT.  We will be developing risk assessment and lifestyle modifications tools under David Marrero's leadership.

## Call to Action 

**Changing the way diabetes    is treated**

**Call to Action **
**Health Care Providers**

**Find it—find out which patients are at high risk for type 2 diabetes/have IGT.**
**Treat it--counsel your patients with IGT on reducing their risk.**

**Notes:**
Talking Points:
Find it. Treat it. Stay at it.  It's a simple call to action but one that has many barriers that we need to overcome.  For example, providers perceive their patients to be reluctant or unresponsive to losing weight so they give up on counseling about weight loss.  Providers are not currently reimbursed for weight loss counseling.

## Call to Action 

**Changing the way diabetes    is treated**

**Call to Action **
**Health Care Providers**

**Stay at it--keep encouraging patients.**
** ****Educate your patients—order copies of the booklet “Am I at Risk for Type 2 Diabetes?” from the National Diabetes Information Clearinghouse or download it from the Internet at www.niddk.nih.gov**

## Health Care Providers

**Changing the way diabetes    is treated**

**Health Care Providers**
**Dissemination Strategies**

**Journal and trade publication articles to build awareness of the DPP results**
**Risk assessment tools to assess patients’ risk for type 2 diabetes**
**Lifestyle intervention toolkit for counseling patients at risk**

## Health Care Providers

**Changing the way diabetes    is treated**

**Health Care Providers**
**Dissemination Strategies**

**Presentations at scientific and professional meetings**
**Continuing medical education units on type 2 diabetes prevention**
**Strategic partnerships with the private sector to help promote the DPP results**

##  People at risk for type 2 diabetes

**Changing the way diabetes    is treated**

**Second Phase Audience **

** ****People at risk for type 2 diabetes**
-  **People with diabetes, family, friends, and supporters of those at risk (Secondary audiences)**
**Consumer media outlets that reach the at risk and secondary audiences **
** **

**Notes:**
Talking Points:
Beginning in fall 2002 after targeting health care providers, we’ll launch our campaign targeted to consumers, particularly, the people at risk for type 2 diabetes and secondary audiences of people with diabetes and social supporters of those at risk. 

## Campaign Objectives

**Changing the way diabetes    is treated**

**Campaign Objectives**
**People at Risk for Type 2 Diabetes**

**People at high risk for type 2 diabetes will ask their health care providers about assessing**_** **_**their risk for diabetes and what they can do to prevent it. **
**People at risk for type 2 diabetes will get tested for IGT.**
**People with IGT will make modest changes in their diet and physical activity to reduce their weight by 5 to 7 percent.**

**Notes:**
Talking Points:
We estimate there are about 20 million people with higher than normal blood glucose levels, 10 million of which have IGT at the same level as those in the DPP study population.
The campaign needs to overcome several communication challenges in order to meet these objectives. 
For example:
We need to educate the public about who's at risk for diabetes...and to overcome their fears about diabetes.
We need to persuade those at risk to ask their health care providers about getting tested for IGT.
We need to define IGT in lay terms--without promoting misconceptions about "a touch of sugar" that you don't need to do anything about.
We need to overcome fatalistic attitudes about getting diabetes that prevent people from taking action.
Our focus group research will provide direction for shaping campaign messages to help us overcome these barriers

## Call to Action 

**Changing the way diabetes    is treated**

**Call to Action **
**People at Risk for Type 2 Diabetes**

**Find out if you are at risk for type 2 diabetes -- call the National Diabetes Information Clearinghouse and order your free copy of the booklet, “Am I at Risk for Type 2 Diabetes?” or download it from **_www.niddk.nih.gov__ on the_ **Internet.**
**See your health care provider to find out if you have higher than normal blood glucose levels or (IGT).**

**Notes:**
Talking Points:
In essence, the call to action for people at risk for type 2 diabetes is the same as that for health care providers. Find it. Treat it. And stay at it.
A starting point for the campaign will be promotion of  NIDDK's booklet "Am I at Risk for Type 2 Diabetes?” The booklet is available free of charge through the National Diabetes Information Clearinghouse and can be downloaded from the NIDDK web site.  This booklet has already been developed and translates the DPP science in lay terms.  Copies of the booklet are in your packets.

## Call to Action 

**Changing the way diabetes    is treated**

**Call to Action **
**People at Risk for Type 2 Diabetes**

**If you have IGT, lower your risk of type 2 diabetes by exercising regularly, reducing fat and calorie intake, and losing 5- to 7-percent of your body weight.**
**Work with your health care provider to reduce your risk of type 2 diabetes.**

**Notes:**
Talking Points:
In essence, the call to action for people at risk for type 2 diabetes is the same as that for health care providers. Find it. Treat it. And stay at it.
A starting point for the campaign will be promotion of  NIDDK's booklet "Am I at Risk for Type 2 Diabetes?” The booklet is available free of charge through the National Diabetes Information Clearinghouse and can be downloaded from the NIDDK web site.  This booklet has already been developed and translates the DPP science in lay terms.  Copies of the booklet are in your packets.

## People at Risk for Type 2 Diabetes

**Changing the way diabetes    is treated**

**People at Risk for Type 2 Diabetes**
**Dissemination Strategies**

**Public service announcements, public relations, and interactive media campaign to promote the DPP results**
**Promotion of NIDDK’s “Am I at Risk for Type 2 Diabetes? risk assessment booklet**
**Creation of a DPP 5 to 7 percent weight loss chart to demonstrate the small amount of weight loss required to prevent diabetes.**
**National kickoff event to introduce the campaign’s call to action**
**Annual signature event to brand diabetes prevention (e.g., Moving Day)**

**Notes:**
Talking Points:
How will we get the diabetes prevention messages out to people at risk?
We plan to use multiple media, community, and interpersonal channels to get the word out.
We are planning an aggressive media campaign tailored to the various ethnic and racial audiences that are at high risk for diabetes and will rely on all of NDEP’s work groups to help us. We'll use print, broadcast and web-based media channels and we'll adapt the message into Spanish and Asian and Pacific Islander languages with the help of the work groups.
We have a highly motivated spokesperson for the campaign in Secretary Thompson who is committed to this initiative and is already using his bully pulpit to promote diabetes prevention. We will call national attention to the campaign with a big kickoff event in the fall that will be repeated annually to brand diabetes prevention in the same way the annual Great American Smokeout does it for smoking cessation. 

## People at Risk for Type 2 Diabetes

**Changing the way diabetes    is treated**

**People at Risk for Type 2 Diabetes**
**Dissemination Strategies**

**Tie-ins with radio stations and networks to program “get moving” segments**
**Tie-ins with celebrity chefs, syndicated food editors, and cooking magazines**
** ****Strategic partnerships with food and fitness industry and non-profit groups to promote diabetes prevention**

**Notes:**
Talking Points:
We will tap a host of media opportunities to promote the lifestyle change messages.  We plan to work with radio and TV producers to incorporate physical activity and nutrition messages into their programming.  For example:
Get moving segments on radio talk shows and music formats. 
Tie ins with celebrity chefs.  
Stories in prime time sit coms and dramas. We won't take no for an answer.
Plus, we'll cultivate strategic partnerships with the food and fitness industry to get the diabetes prevention message out to people at risk.

## People at Risk for Type 2 Diabetes

**Changing the way diabetes    is treated**

**People at Risk for Type 2 Diabetes**
**Dissemination Strategies**

**Community outreach partnerships with departments of health and recreation**
**Collaborations with faith-based communities**
**Lifestyle intervention kits for social, service, and religious organizations to facilitate their own “DPP Lite” weight loss and physical activity programs.**

**Notes:**
Talking Points:
DPP's lifestyle intervention was successful because of the personal counseling and social support that people in the trial received.  We will build partnerships at the community level by providing local groups with lifestyle intervention kits to help replicate the social support and reinforcement that were so effective in the DPP.

## Third Phase Audiences    

**Changing the way diabetes    is treated**

**Third Phase Audiences****    **

**Business**
** ****Payers**
**Media that reach the above target audiences.**

**Notes:**
Talking Points:
In addition to the communications activities targeted to health care providers and people at risk, the    business, payer and policymaker communities should be engaged in a dialogue to understand the impact of the DPP and the changes it suggests for the health care system. 

## Tactics 

**Changing the way diabetes    is treated**

**Tactics **

**Convene a national policymakers meeting with business leaders, insurance leaders, government policymakers**
**Through DMICC, work to ensure that federal government programs respond to type 2 diabetes prevention**

**Notes:**
Talking Points:
We need to foster changes in the health care system that allow health care providers and their patients deal with diabetes prevention.  To that end, we plan to convene a national policymakers meeting – with business leaders, insurance leaders, government policymakers – to review DPP findings, including cost effectiveness when it is available, and initiate dialogue to ensure the health care system responds to consumers’ ability to prevent type 2 diabetes.
Through DMICC, we plan to work to ensure that federal government programs respond to the ability to prevent type 2 diabetes.

##     Find out more:

**Changing the way diabetes    is treated**

**    ****Find out more:**

**Joanne Gallivan**
**Director, NDEP, NIH**
**	**
**Jane Kelly**
**Director, NDEP, CDC**

**Notes:**
Talking Points:
In your packet, we've included a fact sheet about the campaign that lists the names of the NDEP's staff directors at NIH and CDC. If you'd like to find out more about the campaign and how your agency can become involved, please contact Joanne Gallivan or Jane Kelly.  They will be glad to talk with you.

## Changing the way diabetes is treated

**Notes:**
Talking Points:
The NDEP was created in 1998 to improve the treatment and outcomes for people with diabetes, to promote early diagnosis, and, ULTIMATELY, to prevent the onset of diabetes.  Now that the  DPP clinical trial is over, we can get to work on all three ambitious objectives of the program.  We look forward to working with you and enlisting your support to stop diabetes in its tracks.