Reliance General Insurance, a leading private general insurance company in India, has launched a new campaign called “Sweet Nothings” to raise awareness about diabetes. The campaign, which is being promoted on Instagram, aims to encourage young adults to get tested for diabetes early, before the disease becomes chronic and causes significant health complications.
According to the World Health Organization (WHO), India has a high prevalence of diabetes, with around 77 million people above the age of 18 suffering from type 2 diabetes, and a further 25 million at risk of developing the disease. Shockingly, one in four people under 25 with diabetes in India has adult-onset type 2 diabetes, which is generally associated with older adults with a family history of diabetes, unhealthy diets, and inactivity.
Furthermore, the WHO has reported that half of India’s population is unaware of their diabetic status, which can lead to life-threatening complications like diabetic ketoacidosis. To combat this, the “Sweet Nothings” campaign by Reliance General Insurance highlights the importance of early detection and monitoring of diabetes to prevent the disease from becoming chronic and causing severe health complications.
The campaign targets young adults aged between 18-24, who form the largest group of Instagram users in India. By leveraging the Instagram community, the insurance company aims to raise awareness among young adults about the repercussions of diabetes and urge them to get tested early to keep the disease at bay. The campaign’s message is to keep enjoying the “sweet nothings” of life by taking care of one’s health and monitoring diabetes regularly.
Commenting on the campaign, Anand Singhi, Chief distribution officer, Reliance General Insurance, said, “As per WHO, people with diabetes are two to three times more likely to suffer from a heart attack or a stroke. Knowledge about one’s diabetic status will help an individual get treated timely and correctly and might be a lifesaver. Thus, it is utterly important that we get tested for diabetes as early as possible. As a responsible corporate citizen, Reliance General Insurance has always taken several initiatives in spreading awareness about critical and chronical health issues. Through this campaign, we aim to enlighten people about the importance of early detection and treatment of diabetes.”