Accu-Chek’s new campaign encourages people with diabetes to enjoy their holidays

‘Diabetes doesn’t hold me back from enjoying the holidays’ is the message highlighted by Roche Diabetes Care India, a pioneer of blood glucose monitoring systems in India, in its new advertising campaign for its blood glucose meter - Accu-Chek® Active. The campaign highlights the fact that diabetes can be successfully managed even during the holidays and that there is no reason for people with diabetes (PwDs) to miss out on holiday enjoyment or delights of seasonal fruits, such as mangoes, when equipped with proactive self-monitoring of blood glucose.

The Company has also launched an interesting microsite www.managesugar.in that serves as a ready reckoner for PwDs, giving them a wide array of guideline articles, information on self-monitoring of blood glucose and general wellness.

Roche Diabetes Care (India) offers Accu-Chek®, the world’s no.1 blood sugar monitoring brand that helps PwDs monitor their sugar levels accurately and efficiently, thus helping them achieve glycemic control and avoid hyperglycemia during special occasions like holidays. The goal of the campaign and the microsite is to enhance awareness among PwDs in the country to take control of their life by taking control of their diabetes.

Conceptualized by JWT, the campaign narrates how regular self-monitoring of blood glucose levels with Accu-Chek® Active helps PwDs enjoy their summer vacation. The campaign is currently live on social media and in leading daily and online publications across the country.

“Through this campaign we are trying to highlight that although summer holidays is that time of the year when most PwDs would witness fluctuations in their glycemic levels due to changes in the daily routine, including kind of food consumed, meal timing, etc., and that it can be effectively monitored and managed,” says Sidhartha Roy, General Manager & Head of APAC Sub-Region 1, Roche Diabetes Care India. “Regular and structured self-monitoring of blood glucose will help people with diabetes monitor their blood glucose levels and accordingly adjust their diet, physical activity and insulin doses to improve glycemic control on a daily basis. We believe this will go a long way towards effective diabetes management in tandem with their physicians, while allowing PwDs to have fun at holidays and enjoy the mango season.”

India currently ranks amongst the top 3 countries in the world with regards to diabetic population with close to 7 crore people affected by diabetes in 2015. This number is expected to go up to 13 crore by 2030. Regular self-monitoring of blood glucose helps people with diabetes manage their condition better, thereby reducing the risk of developing diabetes-related diseases such as heart attack, kidney failure, blindness, nerve damage leading to limb amputations or even stroke.