Intended for healthcare professionals

Letters Diabetes UK campaign

Diabetes UK responds to comments by Asimakopoulou and colleagues

BMJ 2014; 348 doi: (Published 29 January 2014) Cite this as: BMJ 2014;348:g1152
  1. Louise Ansari, director of communications1
  1. 1Diabetes UK, London NW1 7AA, UK
  1. louise.ansari{at}

Asimakopoulou and colleagues suggest that Diabetes UK’s type 2 diabetes awareness campaign failed to offer those at risk of type 2 diabetes something practical they could do about it.1 2 3 This is simply incorrect. The advertising specifically recommended that people who were worried should get their risk assessed at a pharmacy or GP surgery, or use our online risk score.

Neither is it correct that people already know that a family history of diabetes is a risk factor for type 2 diabetes. Market research that we commissioned ahead of the campaign showed that, unprompted, barely one in 10 people identified family history as …

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