This campaign derives from the fact that 80% of Type II Diabetes and heart disease can be prevented by adopting healthy lifestyles. If left untreated or unmanaged, diabetes can lead to life-changing complications including blindness, amputation, kidney failure, heart attack and stroke.
Actor Soha Ali Khan, Dr Ramakanta Panda and several BMC health department and other staff members gave their voice to the MCGM’s ‘ABCD’ public health campaign, encouraging the city to adopt a healthier lifestyle.
Dr Ashwini Joshi, the additional municipal commissioner started the campaign by posting a video on Facebook, “I've replaced my regular tea with green tea. I have learnt the new ‘ABCD’ campaign (Active Body, चांगला Diet) to take care of my health.”
Soha Ali Khan said on twitter, “it's #worlddiabetesday and I love the new #publichealth campaign- the all new ABCD, "Active Body, Changla Diet" by the Municipal Corporation of Greater Mumbai @mybmc and @reetadgupta #familyhealth #activelife.”
Dr Ramakanta Panda of the Asian Heart Institute also posted a video to his facebook, saying, "This world diabetes day, I encourage you to learn the new ABCD, Active Body, चांगला Diet, for your health."
The campaign and creatives are designed by ‘The Network’, who had also conceptualised the previous ‘Ek Chammach Kam’ campaign for non-communicable diseases with Farhan Akhtar in 2018.
Reeta D Gupta, founder, The Network said that "The best slogans are exceedingly simple and connect the known to the unknown. Campaigns are about engaging the memory of the people. You have to respect people's priorities and yet find a way into their conversations."
The campaign is live across hoardings, trains and posters across various offices in the city. MCGM is also providing facilities for screening, treatment and follow up of diabetes & hypertension in all the MCGM health facilities.
As per International Diabetes Federation the theme for this year’s campaign is ‘family and diabetes’. Hence, the MCGM is promoting the role of the family to ensure care, prevention and treatment of Diabetes & High Blood pressure.