Shape History Launches Global Campaign Unveiling Diabetes’ Hidden Mental Health Burden with Landmark Survey

Shape History, the award-winning social impact communications agency, has launched this year’s World Diabetes Day campaign in partnership with the International Diabetes Federation (IDF) to highlight the mental health challenges of people living with diabetes worldwide. With a focus on putting well-being at the heart of diabetes care, the campaign seeks to improve the quality of life for the global diabetes community. The Federation has championed those living with the condition since 1950.

The campaign centres around a landmark global survey on diabetes and well-being, commissioned by IDF and conducted by Shape History, which included nearly 2,000 people living with the condition from seven regions around the world. The survey reveals that 77% of respondents struggle with mental health concerns, primarily driven by fears of complications. These results spotlight the critical role of mental well-being in comprehensive diabetes care.

Having successfully delivered four World Obesity and two Rare Disease Awareness Days, Shape History is well-versed in creating impactful global health campaigns. Now, the team is focusing on the often overlooked mental well-being of people living with diabetes.

“Diabetes has a profound impact on people’s mental well-being 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.”

To bring these stories to life, Shape History created a powerful short film that captures the real-life experiences of people affected by diabetes all over the world. These are at the heart of the campaign, with imagery and footage prominently featured across various assets that will be distributed worldwide via the Federation’s network of national diabetes associations and partners.

In addition to the film, the campaign includes a comprehensive toolkit of social media assets, infographics, and in-person event materials that will be made available to healthcare providers, policymakers and the diabetes community.

“Our latest numbers show that 1 in 10 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, IDF. “This campaign aims to change this and ensure that everyone living with diabetes receives the personal care and support they deserve.”

The campaign is part of a three-year strategy to raise awareness and drive advocacy around the impact of diabetes on well-being. By partnering with people with diabetes, healthcare providers and policymakers globally, the campaign aims to place mental well-being at the heart of diabetes care.

Source: Shape History

  Advertising, Campaign, International Diabetes Federation, Marketing, Shape History, World Diabetes Day