Take It Back to Prevent Diabetes

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Submission Date: September 2018

State/Territory Submitted on the Behalf of: Missouri

States/Territories Involved: Missouri

Funding Source: CDC

CDC Funding:

Yes

CDC Funding (Specified):

(1305) State Public Health

Domain Addressed:

Community-Clinical Linkages, Environmental Approaches

Public Health Issue:

  • As many as 90% of people who have prediabetes arenā€™t aware that they have it.
  • Prediabetes puts people at higher risk of developing type 2 diabetes and its many serious complications, such as heart disease and vision loss.
  • Type 2 diabetes can be prevented or delayed through successful participation in a National Diabetes Prevention Program lifestyle change program.

Program Action:

  • The Missouri Department of Health and Senior Services coordinated a media campaign called Take It Back, in partnership with private and public entities, using funding from the Centers for Disease Control and Prevention.
  • Take It Back uses a humorous approach to encourage Missourians age 45 and older, especially African Americans and Latinos, to take a diabetes risk quiz. Quiz-takers whose results indicate a high risk for prediabetes are encouraged to get tested and enroll in an in-person or online lifestyle change program provided by a CDC-recognized organization.
  • The University of Missouri Health Communication Research Center coordinates the campaign; Elasticity, a digital marketing and public relations agency, created the media products.
  • The campaign is statewide with an emphasis on the Kansas City and St. Louis metro areas because they have a higher concentration of the higher risk African American and Latino populations. A media agency, called True Media, bought the media time and/or space for radio and newspaper ads, videos in doctorsā€™ offices, and bus displays, both inside and on the backs of buses. The campaign also included targeted website display ads and Pandora streaming music ads.
  • A website, ReverseYourRisk.com, offers information for healthcare providers, as well as patients and employers interested in lifestyle change programs. Brochures about the program are available in medical waiting rooms and other locations.

Impact/Accomplishments:

  • The Take It Back campaign generated 88 million media impressions, a significant reach number in a state with a population of six million.
  • FromĀ  January 2015 to January 2018, the number of Missourians participating in National DPP lifestyle change programs grew from 159 to 3,675, an increase of more than 2,300%. The Take It Back campaign ran during the last 20 months of this time frame.

Program Areas:

Diabetes, Health Equity and Cultural Competency

State Contact Information:

MO
Glenn Studebaker
Missouri Department of Health and Senior Services
573-522-2875
glenn.studebaker@health.mo.gov

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