Examples of Successful Promotional Activities
The National Diabetes Education Program has worked with community-based organizations to identify effective outreach and promotion strategies for reaching older adults of diverse racial and ethnic backgrounds who have diabetes. Here are examples of what different organizations across the nation have done to promote diabetes awareness to older adult audiences.
Arizona Diabetes Coalition
The Arizona Diabetes Coalition (ADC) distributed NDEP materials about diabetes and Medicare benefits to nearly 7,000 health care professionals and older adult patients.
Target Audiences. ADC’s activities focused on two distinct target audiences—health care professionals from diverse disciplines and racial/ethnic backgrounds, and patients age 65 and older.
Partners. ADC was established by the Health Services Advisory Group and includes 90 Arizona health care organizations. Additional entities supported specific collaborative activities. Partners included the American Diabetes Association (ADA), pharmaceutical companies, and various health networks.
Promotional Activities. ADC’s activities focused on reaching health care professionals included:
- distributing NDEP overview brochures and order forms at a quarterly partner meeting;
- disseminating NDEP kits and other materials to health care professionals in Maricopa County, Ariz.;
- making a presentation and disseminating Power to Control materials to primary care physicians; and
- sending press releases about Medicare diabetes benefits to newsletters and other publications of targeted professional medical associations and societies.
ADC activities targeting patients included:
- distributing NDEP materials to managers at senior centers that provide educational and health promotion programs to approximately 10,000 older adults in Maricopa County;
- teaming with the local chapter of ADA to launch a public relations campaign to increase awareness about diabetes and Medicare benefits among older adults and their families; and
- disseminating NDEP messages and ADA guidelines to retiree members of the Southwest Health Alliance.
Area Agency on Aging of Broward County, Fla.
The Area Agency on Aging of Broward County, Fla. disseminated information about managing diabetes and Medicare benefits to older adults from diverse racial and ethnic backgrounds and to the health care professionals who serve them.
Target Audiences. The primary target audience was adults age 60 or older, including low-income and minority populations. Secondary target audiences included health care and other professionals who serve these older adults.
Partners. Prominent partners in the NDEP pilot site effort included organizations with which the Area Agency on Aging had strong, existing relationships. These partners included members of the local health care community, including two public hospital districts in Broward County and various private hospitals; the county library system; local media; and faith-based and community organizations.
Promotional Activities. The Area Agency on Aging identified and took part in key public health education events that were already being planned in its area. Activities included:
- speaking about NDEP and distributing Power to Control materials at a professional diabetes workshop;
- partnering with the North Broward Hospital District to staff an exhibit table and distribute Power to Control brochures at local health fairs and seminars;
- distributing NDEP and other educational materials to promote health and wellness at a workshop on the Seminole Indian reservation;
- staffing an exhibit booth and distributing NDEP brochures during an evening event at a local hospital;
- presenting a seminar and distributing NDEP materials at the African American Research Library and Cultural Center; and
- providing NDEP materials to support groups for people with diabetes with the help of partners such as Broward Meals on Wheels and a local medical center.
Nevada Division for Aging Services
The Nevada Division for Aging Services (DAS) helped nearly 10,000 older adults access diabetes education materials and information about Medicare coverage benefits.
Target Audiences. The Nevada DAS developed strategic partnerships to reach target populations, particularly low-income, minority, older adults with diagnosed diabetes who used the Nevada Rural Health Centers, and older adults eligible for Medicare.
Partners. Because the Nevada campaign relied on volunteers and existing resources, acquiring additional resources through partners was critical to its success. The Nevada DAS recruited three key partners to help support its diabetes awareness and outreach efforts: the Lions Clubs, Nevada Drugs, and Raley’s Pharmacy. Other organizations that supported the campaign included state and county health programs and centers, local businesses, and universities.
Promotional Activities. The Nevada DAS delivered NDEP Power to Control campaign messages through the following activities:
- Patient Surveillance and Information Dissemination—The Nevada DAS worked in tandem with the Nevada Diabetes Prevention and Control Program and the Nevada Rural Health Centers, Inc., to modify an existing state patient survey with questions about patient awareness and use of the Medicare diabetes self-monitoring benefit. Patients with Medicare who were identified during the survey process received Power to Control campaign materials.
- Public Outreach—The Nevada DAS partnered with pharmacies and community groups to disseminate campaign messages and materials. DAS staff also made appearances on local television and radio programs and attended state and local meetings and conferences.
- Professional Education—DAS staff received education and training in basic diabetes care and the Medicare benefits related to the disease. Training resources included educational materials developed for the Power to Control campaign.
United Filipino American Senior Citizens of San Diego, Inc.
The United Filipino American Senior Citizens of San Diego, Inc. (UFASCSD) helped thousands of Filipino older adults access diabetes education materials and information about Medicare coverage benefits.
Target Audience. The primary audience of the UFASCSD campaign was Filipino Americans age 65 and older from the communities of National City, San Diego City, and Chula Vista. The campaign specifically targeted older adults who were eligible for Medicare benefits or received services through community organizations or programs.
Partners. UFASCSD recruited partners from Filipino professional, civic, and other organizations as well as local pharmacies, senior centers, and Lions Clubs.
Promotional Activities. Activities undertaken by UFASCSD and its partners included:
- reaching people with Medicare through senior centers, community health clinics, church gatherings, and senior housing facilities;
- providing physicians and caregivers with information about the Medicare self-monitoring benefit;
- using local media to increase awareness of the Medicare benefits;
- organizing community forums on the Medicare benefits for older adults; and
- providing orientation and training about Medicare policies and diabetes management to older adults who could then pass information on to their peers.
Lions Club International
At its international convention in 2006, Lions Clubs International launched the Strides: Lions Walk for Diabetes Awareness for their members, as an initiative to encourage Lions to organize high-visibility diabetes awareness walks in their communities. Participants received a Strides walk information kit, containing NDEP co-branded materials and a Lions “We Stride” commemorative pin. Since the program’s inception, numerous clubs have held Lions Strides walks.
Target Audience. Lions club members are encouraged to organize community Strides walks for family members, friends, neighbors, people with diabetes, and local health care professionals to promote diabetes education, self-management, and prevention. Lions organizing Strides walks are also encouraged to provide informational handouts to children and adults in attendance. The materials are co-branded NDEP resources, such as the Tips for Kids with Type 2 Diabetes, Diabetes Numbers At-a-Glance*, and Take Care of Your Feet for a Lifetime.
Partners. Before organizing walks, Lions Club members are encouraged to:
- Evaluate community needs. Does your community have a large “at-risk” population (persons who are elderly, overweight, or who belong to specific ethnic groups)? Is diabetes prevalent in the community? What is the best way to assist this population?
- Partner with local diabetes organizations. Contact local government agencies, private diabetes foundations, or hospitals. Suggest forming a partnership for diabetes education programs or fundraisers.
- Determine the best diabetes project for your community. Local health care regulations may affect your choice of diabetes awareness projects.
- Outline a plan. Include procedures and costs involved in implementing the project. Submit the plan to your club for approval.
- Refer to the Strides: Lions Walk for Diabetes Awareness Information Packet for guidelines in organizing and implementing a successful Strides walk.
- Lions Clubs International co-branded NDEP materials by adding its logo and includes a selection of tip sheets in the Strides Information Packet.
- The Strides: Lions Walk for Diabetes Awareness webpage features NDEP as a resource and links to the NDEP website for further diabetes information and materials.
- The Strides Information Packet and the Lions Clubs International website feature an order form for Lions to obtain additional NDEP co-branded materials.
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