The International Diabetes Federation (IDF) has launched a what it calls a ‘groundbreaking’ global campaign in support of World Diabetes Day, which took place on 14 November.
Developed by social impact communications agency Shape History, the initiative aims to shed light on the often-overlooked mental health challenges faced by individuals living with diabetes.
At the heart of the campaign is a comprehensive global survey commissioned by the IDF and conducted by Shape History.
The study, which included nearly 2,000 people living with diabetes from seven regions around the world, revealed that a shocking 77% of respondents struggle with mental health concerns. These issues are primarily driven by fears of complications associated with the condition.
“Diabetes has a profound impact on people’s mental wellbeing that is often unseen by society and unaddressed within healthcare systems,” said Jasmine El-Gabban, strategy lead at Shape History, “This campaign aims to give a voice to the millions worldwide who silently struggle with the emotional and hidden burden of this chronic condition.”
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To bring these stories to life, Shape History has created a compelling short film that captures the real-life experiences of people affected by diabetes.
The film, along with various campaign assets, will be distributed globally through the IDF’s network of national associations and partners.
The campaign is part of a three-year strategy to raise awareness and drive advocacy around the impact of the disease on wellbeing.
“Our latest numbers show that one in ten people are currently living with diabetes, with the findings of our survey suggesting that the mental well-being of over 400 million people could be impacted due to the daily burden of managing their condition,” said Phil Riley, senior director at the IDF. “This campaign aims to change this and ensure that everyone living with diabetes receives the personal care and support they deserve”.
