Changing the Outcome is Possible for Type 2 Diabetes in New Ad Council Campaign

By Kyle O'Brien 

Prediabetes is reversible, and the Centers for Disease Control and Prevention (CDC) and the Ad Council want to make sure people know they can change the outcome.

Roughly 98 million Americans have prediabetes, but 81% of them don’t know they have it. The CDC and the Ad Council are launching new PSAs today as part of the ongoing “Do I Have Prediabetes?” initiative to encourage people to learn their risk of prediabetes.

The new “Be Your Own Hero” PSAs, developed by creative agency Subject Matter+Kivvit, encourage viewers to take the one minute prediabetes risk test so they can take steps to delay or prevent type 2 diabetes. If someone receives a high-risk score, the campaign provides additional resources and encourages them to speak with their doctor about getting a blood test to confirm a diagnosis of prediabetes.


“Diabetes is a devastating public health problem, and I cannot overstate the toll that it continues to take on millions of people across the United States,” said Christopher Holliday, PhD, MPH, MA, FACHE, director of CDC’s Division of Diabetes Translation. “Identifying prediabetes is an opportunity for people to change their story and prevent or delay type 2 diabetes. It’s vital that we continue to raise awareness of prediabetes and encourage everyone to learn where they stand.”

Since the campaign first launched in January 2016, there have been more than 12.7 million online and video risk test completions where people have learned their risk for prediabetes.

“This action-packed and engaging new work illustrates the power that each of us has to take control of our own fate—in this case, by taking action to reduce our risk of type 2 diabetes,” said Heidi Arthur, chief campaign development officer at the Ad Council.

The PSAs will appear nationwide across broadcast, print, radio, out-of-home, digital banners and social media in English and Spanish. Consistent with the Ad Council’s model, the campaign will run in time and space donated by the media.

“The idea centers around the fact that life can throw a lot at you, whether it’s navigating daily obstacles or managing something much more serious like type 2 diabetes,” said Kevin Richards, chief creative officer at Subject Matter+Kivvit. “The ‘Be Your Own Hero’ campaign empowers people with a simple way to stay in control of their health.”

CDC is working with partners to further amplify the campaign across communities, using evidence-based materials to inform physicians and other health care providers about the screening, diagnosis, and treatment process.

To learn more or assess your own risk for prediabetes, visit