‘Real Heroes vs Diabetes’ campaign

Real Heroes vs Diabetes Campaign Celebrates India’s Real Heroes

Kochi: Roche Diabetes Care, a pioneer of blood glucose monitoring systems in India, has kicked off a campaign that emphasizes on ‘Living Healthy with Diabetes’. The campaign portrays diabetic patients and showcases the manner in which they have taken control of and are successfully managing their diabetes through regular self-monitoring. The actual sufferers are the ‘Real Heroes’ and the essence of the campaign.  This campaign is led by Accu-Chek, the active blood glucose monitoring brand of Roche Diabetes Care.

The ‘Real Heroes vs Diabetes’ campaign features testimonials by people who regularly self-monitor their blood glucose levels with Accu-Chek Active and are leading a active life. This is a national campaign and is being aired in print, digital and radio mediums. The campaign is currently running in leading daily and online publications across states in India.

Through the real experiences of the real heroes, Accu-Chek aims at inspiring people living with diabetes in the country to take control of their life by taking control of their diabetes. Accu-Chek’s brand ambassador, Wasim Akram, a diabetic patient, has also been actively driving the message of the importance of self glucose monitoring.

“Given the enormity and proportion of diabetes in India, it is important that we advance understanding and awareness of self-monitoring as an integral part of diabetes management in our country”, said Sidhartha Roy, Business Head of Roche Diabetes Care in India.

“The results of self-monitoring can help guide the patient with diabetes as well as the healthcare professional to adjust the many different parts of therapeutic interventions, thus potentially saving on treatment costs. We believe that self-monitoring of blood glucose empowers and enables a person with diabetes to make informed and timely decisions regarding his health and lifestyle, thereby making him the Real Hero!”, he added.

With self-monitoring, one can check at frequent and regular intervals if the blood glucose is in control, and together with the doctor can modify lifestyle, initiate physical activities, and control diet and medication in a real-time manner.  By managing blood glucose daily, one also reduces the risk of developing complications related to the eye, kidney and nerve damage, foot problems, and even stroke. Fewer complications means more time for the ‘Hero’ to enjoy everyday life with family!