Diabetes Awareness

I read an article titled “ADA taps Mullen to unify diabetes message” from the website PRweek. ADA is a nonprofit organization which stands for the American Diabetes Association. They hired Mullen as their first AOR to help unify their messages about the seriousness of diabetes. It’s a three year account that’s has a budget of about $1 million per year.

The American Diabetes Association is an organization that is leading the fight against diabetes and helping those that are affected by the disease. They fund for research to prevent, cure and manage, delivery services, and they provide information. The Association was founded in 1940, their mission is to prevent and cure diabetes as well as improve the lives of those affected by the disease.

The reason ADA feels that this is important to do is because in 2008 they conducted market research and found that too many people don’t understand why diabetes is so serious, even the people that have diabetes. The nonprofit organization is concerned about the mixed messages the public is receiving from them. By hiring Mullen they hope to change this and bring a better understanding about diabetes to the public. The CEO of ADA, Larry Hausner said that ADA is undergoing a major brand audit.

Mullen has many different offices and the one that ADA is working with is called Wenham and it is MA-based. They will be doing many different tasks for ADA such as developing a rebranding campaign as well as a long-term communications strategy. They will also do PR for the ADA’s annual events and programs along with public affairs.

Mullen is and has helped many different companies and organizations such as TJ Maxx, GM, Orbits, and Lending Tree. They encourage people to take risks, make decisions, and leverage opportunities. They have many different services that they do for people; some of them are brand planning, direct marketing, interactive, public relations and design.

I think that this is a great idea for ADA. More and more people are developing the disease at an older age and by informing people about it might help decrease the number of people that develop diabetes later in life. I hope that this works out of ADA and that more people have a better understanding of this disease.