Network PR has consistently demonstrated its expertise in the not-for-profit sector through its work with Diabetes New Zealand (DNZ) to bring this condition to the forefront of public awareness, highlighting the impact of what has been described as an epidemic in the health of New Zealanders. Type II diabetes already affects around 300,000 New Zealanders and its incidence is on the rise. The PR challenge is to cut through the clutter to place this major health issue on the public agenda.
OUR ROLE
Diabetes Awareness Week is the central focus for external PR activity and the primary vehicle for increasing public understanding of the condition. Network PR employed a range of communication initiatives to promote the key diabetes health message - weight control through good nutrition and regular physical activity.
The challenge each year is to find fresh media angles on the diabetes story to bring the diet and exercise messages to life. Network PR deploys an extensive national media campaign, creating individually tailored story opportunities for each media outlet. This is followed by regular contact with key journalists to persuade them of the importance of diabetes and the message themes. Spokespeople, role models and celebrities are used to engage the public. Recently this was backed up by activities such as supermarket tours and measuring exercise levels with pedometers.
RESULTS
Public awareness of diabetes is at its highest ever and remains the focus of media and community attention. Media coverage of the awareness weeks have been so extensive that print media impressions were measured in millions. The challenge now is to translate this awareness into long- term change, putting emphasis on prevention as well as treatment. |
