More than 30 million Americans have diabetes, and an estimated 1.5 million more people are diagnosed every year. According to the American Diabetes Association (ADA), more that 12 percent of Hispanic adults and nearly 13 percent of non-Hispanic blacks in America have been diagnosed with diabetes. Sweet’N Low, the popular sugar substitute in the iconic pink package, sought to raise awareness for the health risks of diabetes and position itself as an educational resource, not just a sugar-free sweetener.
We began by creating a Sweet’N Low website for health professionals to deliver resources related to sugar substitutes and health, including scientific research, diabetes and weight management information, and patient education materials. Each November, which is American Diabetes Month®, we launched a concentrated effort to deliver diabetes education information to health professionals and consumers. These initiatives included participation in ADA multicultural health fairs in Los Angeles, San Antonio and New York City. Three-time Olympian Dominique Dawes, whose family has a history of diabetes, was recruited as an ambassador for the brand and appeared at free diabetes screenings in association with major healthcare institutions in New York and Washington, DC. Emmy-award-winning medical doctor Louis Pacheco was engaged as a medical spokesperson and appeared in broadcast and print media and at health fairs delivering diabetes educational information on behalf of Sweet’N Low.
- The one-month diabetes awareness program with Dominique Dawes delivered 217 million earned media impressions ranging from NPR to BET.
- The bi-lingual media outreach program featuring Dr. Pacheco produced 546 million impressions over three months including television, radio, and print publications in key target markets such as Houston, Los Angeles and San Antonio.