Reliance General Insurance, a prominent private general insurance company in India, has launched a creative campaign called “Sweet Nothings” on the occasion of World Health Day to raise awareness about diabetes. The campaign aims to engage young audiences by utilizing Instagram as a platform to encourage early diabetes testing in a unique way.
India has a staggering number of individuals suffering from type 2 diabetes, with over 77 million people aged 18 or older affected, and an additional 25 million at risk of developing the condition. Furthermore, data from the Indian Council of Medical Research suggests that one in four individuals below the age of 25 with diabetes has adult-onset type 2 diabetes, previously seen mostly in older adults with a family history of diabetes, an unhealthy diet, and a sedentary lifestyle. The World Health Organization has also reported that half of the population in India is unaware of their diabetic status, which could lead to severe health complications, such as diabetic ketoacidosis, if left untreated.
The “Sweet Nothings” campaign emphasizes the importance of early diabetes detection to prevent the onset of chronic and permanent illness. As the largest group of Instagram users in India are between the ages of 18 and 24, the campaign seeks to engage this demographic to spread awareness of the disease’s consequences. By advocating for early detection and management, Reliance General Insurance hopes to encourage people to enjoy life’s “sweet nothings” while taking care of their health.
According to Anand Singhi, Reliance General Insurance’s Chief Distribution Officer, diabetes patients are at a higher risk of developing heart attacks or strokes. Being aware of one’s diabetic status can help them receive timely and proper treatment, which could save their life. The company has always been committed to raising awareness about critical health issues, and through this campaign, they aim to enlighten people about the importance of early detection and treatment of diabetes.