Facebook diabetes campaign to target men over 40

Men aged 40 years and over and at risk of type 2 diabetes will be targeted by a series of adverts on Facebook in an attempt to get them to change their lifestyle and avoid the disease.

NHS England & Improvement said the ads, which will run for the next three weeks, will raise awareness of the risks of type 2 diabetes among white men in that age category having launched a successful nationwide campaign last year that informed black and south Asian communities about its impact.

The ads will click through to a quiz which will pose questions about an individual's lifestyle and encourage them to sign up to the Diabetes Prevention Programme which identifies those at high risk before referring them on to a change behaviour programme.

“If their score is moderate or high they can refer themselves to a local service for support remotely or online, without having to go through a healthcare professional,” NHSE&I said.

Professor Jonathan Valabhji, national clinical director for diabetes and obesity at NHSE&I, said: “The evidence is clear, obesity and type 2 diabetes significantly increase the risk that many of us face from Covid. And we already knew that for men over 40 in particular, the risk of type 2 diabetes steadily increases with age so it is crucial people in this group check their risk and get the right support.

“As we start to see signs of normal life returning, there has never been a better time to start living a healthier lifestyle and we want to support even more people to do this. If you think you are at risk, check your risk online. It is free and it could be life-changing.”

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