In 2008 Diabetes UK ran a major campaign to raise awareness amongst people at risk of diabetes, encouraging them to go for screening visits and gather their personal details to enable further contact and advice.

As people from Asian and African communities are at an increased risk of diabetes, we were commissioned to deliver a BME London campaign to support the mainstream awareness activity.

Our objective was to raise the profile of diabetes within the communities identified, so we developed a face-to-face campaign with PR and media support using print, TV and radio to convey our messages.

In all we achieved more than 3 hours of broadcast coverage from key ethnic TV and radio stations through discussion programmes and phone-ins.

At a grass roots level our programme saw more than 5,000 people requesting further information.