American Diabetes Association — Maryland

Services: Public Relations

American Diabetes Association logo

The Challenge

Women are the keepers of their families, and while their instincts are to take care of everyone else, it is critical that they first take care of themselves.

Currently 12.6 million women in the U.S. are affected by diabetes. American Diabetes Association – Maryland (ADA) launched a yearlong program called “Fabulous You” to educate, empower and celebrate women who make their own health a priority. ADA came to Vitamin for help publicizing the Fabulous You gala, a celebratory event marking the end of the program and announcing the overall program successes.

The Solution

Vitamin developed a PR strategy inclusive of pre-event, day-of and post-event media relations to publicize the Fabulous You gala. We interviewed participants in the program and shared their unique success stories with the media in order to humanize the program and encourage others to participate in the future. We built buzz around the gala by revealing the results from the program at the event and encouraging the media to attend for a comprehensive report about the program’s success, hear from the Fabulous You program director and interview participants directly.

The Results

  • Vitamin earned print, online and broadcast coverage of Fabulous You with major local media outlets including WBFF-TV, WMAR-TV, Baltimore Sun, The Afro-American and more.
  • A participant in the second year of the program found out about Fabulous You thanks to coverage Vitamin earned in the first year of the program.
  • The success of the Maryland chapter’s program has led the national American Diabetes Association to roll out the program in other markets.
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