'Diabetics across the world form the third most populated nation'

343,000,000 people from across the world have Type 2 diabetes.

If the State of Diabetes was a country, it would be the third most populated after China and India.

67 million people in India are diabetics.

This number is expected to touch 100 million people in 20 years.

It's barely been 20 days since the world observed World Diabetes Day on November 14. India, for its part, given that it is the diabetic capital of the world, conducted several awareness camps on the need to recognise diabetes as a serious condition that cannot just be a non-communicable disease. 

Simultaneously, Area 23, a US-based healthcare communications agency under the FCB Group, that primarily focuses on campaigns related to diseases, came up with the concept of 'The State of Diabetes'. The campaign was to make the United Nations realise the seriousness of the disease and the need to spread its awareness on a greater scale.

Explaining the need for such a drive, the agency in a statement said that in emerging nations — where processed and fast foods are too often more accessible than healthier options — ‘lifestyle choices’ may not really be choices.

We spoke to Tim Hawkey, the Creative Managing Director, on the initiative and how The State of Diabetes could be the way forward to recognise the seriousness of the disease. 

How did you come up with the Concept of 'The State of Diabetes'

Nearly a decade ago, the International Diabetes Federation helped pass a United Nations resolution on the global threat of diabetes. But since that milestone event, the number of people with Type 2 diabetes has risen in every country, and that trend is predicted to continue. For example, India is projected to see a 70 percent increase in diabetes in the next 20 years alone—bringing the national number well above 100 million cases.

Today, there are nearly 350 million people in the world with Type 2 diabetes. That is a larger population than any nation, with the notable exceptions of China and India! Still, the condition itself has become significantly less of a priority for the UN.

We wanted to elevate that resolution and World Diabetes Day into something year-long, and the process of obtaining statehood provides the perfect platform to do just that.
 
The UN and the WHO recognise the problems diabetes poses across the world. Apart from the idea of 'The State of Diabetes', how are you selling your idea?

While it’s true that the problem is recognised, the UN now groups diabetes together with all non-communicable diseases. We believe this under-represents the international challenge and is a disservice to previous global efforts. History has shown that a UN resolution alone is not enough to solve a crisis of any kind; it needs consistent and coordinated follow-up to make a change.

We are reaching out to countries with disproportionately high populations of people with Type 2 diabetes. In some parts of the world, this diagnosis awaits nearly one-third of the population! By collaborating with these nations, we believe we’ll be able to actually meet the qualifications for statehood and then have the necessary international support to bring this to a vote in the General Assembly.

 
In a country such as India, which is considered the diabetic capital of the world (67 million cases today), there is an issue of awareness, in both rural and urban sections of society. The general belief is to pop a pill when the blood sugar levels are high and eat whatever they want. How can we as the media change the way people think?

That’s a great and important question. Our aim is to pressure the international community to re-prioritise the issue of diabetes and change the way that many seem to pass on all responsibility to those diagnosed. We believe that influencing world leaders will help create an environment for more investment and education on a country-by-country level. 

We want individual countries to choose to make it easier for people to make good choices for their health, and to support those in need. We want to see increased access to healthy foods, and improved dietary education so that people can make informed decisions. We want to see more people understanding the true risks associated with those choices. We want to see state-sponsored early testing and early intervention efforts, as well as improved care for those already diagnosed.

Considering the long-term costs to human lives, productivity, and prosperity, the increased investment and prioritisation would surely benefit citizens and countries as a whole.
 
What is the way forward once the UN does recognise the State of Diabetes?

First of all, we love that kind of optimism. However, we also think it’s important to consider that the State of Diabetes may not be recognised. But that’s not necessarily how we’ll measure success. 
If we are unable to achieve all of the requirements for statehood, but meet with some of the most at-risk nations to consider their own policies, then that’s a win. If we meet the requirements and force an open discussion and vote at the General Assembly, then that’s the most it’s been prioritised in years.

This is a platform to raise awareness among world leaders. We believe that increased awareness and support at this level will lead to increased action at the local level. The truth is that there are already many community efforts in place, but they have difficulty breaking through the clutter on a large scale. Our goal is to reinvigorate that international dialogue and enable increased investment in education, access, and early intervention — and to help these efforts thrive.

To sign the petition on the State of Diabetes visit, thestateofdiabetes.org