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CDC and Ad Council Launch Campaign to Combat Prediabetes

In an effort to address the rising prevalence of prediabetes, the Centers for Disease Control and Prevention (CDC) and the Ad Council have unveiled a new public service campaign, "Be Your Own Hero," encouraging Americans to assess their risk and take preventive measures.

Recent data reveals that over 1 in 3 adults in the United States, totaling approximately 98 million individuals, are living with prediabetes. Alarmingly, 81% of those affected are unaware of their condition. The campaign aims to raise awareness through a series of public service announcements (PSAs) released today as part of the ongoing "Do I Have Prediabetes?" initiative.

Developed by creative agency Subject Matter+Kivvit, the "Be Your Own Hero" PSAs urge viewers to invest just one minute in taking the prediabetes risk test. The objective is to empower individuals to make informed decisions that could delay or prevent the onset of type 2 diabetes. For those identified as high-risk, the campaign provides additional resources and encourages consultation with a healthcare professional for a confirmatory blood test.

Since its launch in January 2016, the "Do I Have Prediabetes?" initiative has witnessed over 12.7 million online and video risk test completions, enabling people to gauge their susceptibility to prediabetes.

Christopher Holliday, the director of CDC's Division of Diabetes Translation, emphasized the gravity of diabetes as a public health concern, underscoring the need for early identification of prediabetes. Holliday stated, "Identifying prediabetes is an opportunity for people to change their story and prevent or delay type 2 diabetes. It’s vital that we continue to raise awareness of prediabetes and encourage everyone to learn where they stand."

Prediabetes not only escalates the risk of developing type 2 diabetes but also increases susceptibility to other serious conditions such as heart attack and stroke. Research suggests that a prediabetes diagnosis serves as a catalyst for positive lifestyle changes, including healthier eating habits, weight management, and increased physical activity.

Heidi Arthur, chief campaign development officer at the Ad Council, emphasized the transformative impact of the "Be Your Own Hero" campaign, stating, "This action-packed and engaging new work illustrates the power that each of us has to take control of our own fate, in this case, by taking action to reduce our risk of type 2 diabetes."

The PSAs will be disseminated nationwide across various media channels, including broadcast, print, radio, out-of-home, digital banners, and social media. The bilingual campaign, available in both English and Spanish, aligns with the Ad Council's commitment to utilizing donated media space and time.

Kevin Richards, Chief Creative Officer at Subject Matter+Kivvit, explained the campaign's central theme, stating, "The 'Be Your Own Hero' campaign empowers people with a simple way to stay in control of their health, acknowledging life's challenges while providing a means to manage the serious threat of type 2 diabetes."

Last year, the Biden-Harris administration announced the National Strategy on Hunger, Nutrition, and Health. The strategy aims to reduce the rising prevalence of diet-related diseases such as type 2 diabetes, through the collective efforts of organizations across the U.S.

To learn more or assess your own risk for prediabetes, visit

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