Making Type 2 table talk.
Breaking the stigma around type 2.
Project Power is a program from the American Diabetes Association created to reduce the numbers by addressing childhood obesity in communities most at risk. The highly successful program recently expanded to include adults.
The context
Type 2 diabetes and prediabetes are a silent epidemic that affects nearly half of all American adults. There are 96 million Americans with prediabetes and 81% are not aware of their condition. And data shows that of those millions, racial/ethnic minority populations are disproportionately impacted.
The conflict
The pandemic revealed starkly the inequities of health in the US. Type 2 diabetes does too. Compared with white adults, the risk of having a diabetes diagnosis is 77% higher among African Americans, 66% higher among Latinos/ Hispanics, and 18% higher among Asian Americans.
The idea
Make type 2 diabetes table talk. The silence, stigma and shame that surrounds the disease are really what kills and maims people. We created an integrated campaign that spoke to our audience directly, addressing the issues without leaning into outdated ideas, and ultimately empowering families to open up and check their risk.
