Addressing diabetes awareness with no holds barred messaging

Facing Monterey County’s highest diabetes rate in California, Community Health Innovations (CHI) partnered with BPD to develop a campaign addressing misinformation and promoting healthier behaviors. Our research revealed that misconceptions about diabetes were a significant barrier to prevention, leading to the creation of the impactful message: “Think you know diabetes? Think again.” We designed “The Beast” campaign, featuring a ravenous blue monster to represent diabetes and inspire action. The campaign utilized out-of-home, digital, and social media channels, engaging residents with interactive tools such as a myth-busting quiz and health risk assessment. Within three months, the campaign exceeded goals with 539 residents taking the health assessment, 113 enrolling in the Diabetes Prevention Program, and high engagement with the website and e-newsletter, marking a significant step toward reducing diabetes rates in Monterey County.