Type 2 Diabetes: Know Your Risk


Client: Tesco and Diabetes UK

Type 2 diabetes is one of the most common health conditions in the UK, affecting approximately 3.7 million people. Against the backdrop of a worrying rise in the condition among those under 40, Tesco joined forces with its long-standing partner Diabetes UK to highlight the growing risk of type 2 diabetes and encourage more people to check their type 2 diabetes risk ahead of World Diabetes Day. The fully integrated campaign represented a unique partnership between a health charity and a retailer, encouraging the public to take Diabetes UK’s ‘Know Your Risk’ assessment for free online or at Tesco’s 300+ pharmacies across the UK, as well as supporting Tesco customers to shop a healthier and more sustainable basket to promote diabetes prevention.

The two-week campaign across media, social channels and Tesco stores resulted in widespread national coverage, strong social media engagement, and a fourfold increase in Know Your Risk assessment completions, with 82% of those who took the assessment at increased risk or higher and 43% of participants recommended a GP visit.