November 13, 2009

Sevre Explains Diabetes to Me

'cause Apparently I don't Know

Hi Bennet,

Thanks for your feedback. Our ad is a prevention message and is not designed for an audience that has already has diabetes (especially the much more rate type 1 diabetes which make up only 5-10% of all cases). We are talking to the the families of the 9 million overweight children who are at risk. The rate of obesity among our children has tripled since 1980. Being overweight is one of the leading modifiable risk factors for type 2 diabetes.

The CDC, American Diabetes Association, and the US Department of Health & Human Services all agree that diet and exercise is the best prevention for type 2 diabetes and that's the message we're focusing on. The problem is that when you tell people "exercise & eat right" they tune it out. But when they're caught off guard and learn about the devastating effects, they're more likely to change their behavior.

Thanks again for your feedback.

Heather Aldrich
Executive Director


  1. I would be tempted to ask, since by her definition you are not the intended audience, why they bothered sending the thing to you in the first place.

  2. Simple.

    I was their target market right up to the point that they read my reply and learned the difference between type 1 and type 2.

    Then they scrambled to make up a quick cover story and explained to me that they think ADA says stigmatizing kids and laying guilt on families is a good way to teach about diabetes.

  3. It would appear that the ADA is behind this ad. At least that is one of their clients according to the ServeMarketing web site.

    Again, the fact that some idiot thought you would be able to provide some wonderful insight on the ad based on your insight as a "diabetes" blogger is totally shocking to me. Clearly they have no understanding between type 1 and type 2. Why did the ADA hire this agency?


  4. Carolyn, it is highly unlikely ADA would sanction such an ad.

    My email to Heather:


    I am finding it difficult to put into words how abhorrent and offensive your video will likely appear to all persons who are heavy, with pre-diabetes and with type 2 diabetes. Persons with type 2 diabetes are not sloths who hide in their rooms and eat double bacon cheeseburgers. People who may have an eating disorder that hide when they are eating are also not sloths - but rather human beings who deserve support and understanding. Your video does nothing to empower anyone to make changes in behavior. In fact it will likely encourage children to hide the fact that they may have diabetes for fear of being viewed as that poor adolescent caught guiltily in his room by his mother. The double entendre was not funny at all in this instance - and has no purpose when referencing a very serious problem.

    Your lack of understanding what empowers and motivates children and adolescents to change was abundantly evident by the reprehensible video. I am quite certain there isn't a legitimate agency or organization that will support the use of your effort, and urge you to cut your losses and re-envision something that will be effective and tasteful.


  5. I am pretty sure it is ADA based on this ad on the ServeMarketing web site. The message/style is the same as the broadcast PSA:

  6. Very interesting Carolyn. The person I know at ADA who saw the video was shocked and disgusted to put it nicely.