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October Partner Spotlight

The National Kidney Foundation of Michigan Uses NDEP’s National Diabetes Month Campaign Materials to Support State-wide Outreach Activities

The National Kidney Foundation of Michigan Uses NDEP’s National Diabetes Month Campaign Materials to Support State-wide Outreach Activities. Image #1. Background

For over a decade, reducing health disparities has been a focus of the National Kidney Foundation of Michigan (NKFM), bringing together key strengths and expertise to address the formidable challenges implementing innovative community-based interventions. The NKFM has received a grant from the Centers for Disease Control to help tackle diabetes disparities. The mission of NKFM is to prevent kidney disease and improve the quality of life for those living with it. The NKFM is widely known for providing more programs and services to more people than any other region or state.

Outreach and Promotions

In November 2012, the NKFM used NDEP’s theme, diabetes materials, and online partner promotional toolkit to promote National Diabetes Month. The NKFM’s first step was to create a National Diabetes Month media plan, which included traditional media tactics as well as outreach through social media, the NKFM website, and community events. The campaign targeted Michigan residents with a focus on the communities of Inkster, Northwest Detroit, and Flint, as well as African American adults living with diabetes.

Using NDEP’s template press release and feature article, the NKFM created and distributed content in recognition of National Diabetes Month in six online and print publications based in Michigan. Additionally, the NKFM used NDEP’s National Diabetes Month messages to develop public service announcements that were used by five radio stations.

The National Kidney Foundation of Michigan Uses NDEP’s National Diabetes Month Campaign Materials to Support State-wide Outreach Activities. Image #2.The NKFM also used NDEP’s campaign offerings to promote National Diabetes Month on Facebook and Twitter. For example, the NKFM uploaded NDEP’s National Diabetes Month Facebook cover photos to their Facebook page during November. They also regularly posted diabetes messages to Twitter and participated in NDEP’s diabetes conversations by using the hashtag #diabetesmonth. The NKFM’s successes around National Diabetes Month led to the expansion of social media activities later in the year, including creation of an infographic using NDEP content, as well as use of Instagram and Pinterest.

Other activities included promotion of National Diabetes Month through their organization’s website – the NKFM The National Kidney Foundation of Michigan Uses NDEP’s National Diabetes Month Campaign Materials to Support State-wide Outreach Activities. Image #3. created a National Diabetes Month landing page that prominently displayed NDEP’s campaign resources and a link to NDEP’s website, which received nearly 1,500 unique visitors. Further, the NKFM created its own National Diabetes Month QR code that directed people to their National Diabetes Month page (i.e., a barcode that people can scan with their smartphones for quick access to a website; see the NKFM’s QR code to the right). The NKFM adapted NDEP’s materials to include the QR code and distributed them at events throughout November.

Lessons Learned

The NKFM shares the following tips to help NDEP partners learn from their National Diabetes Month campaign efforts:

  • It may be easier to get content placed in online media outlets versus print publications. Television is also an opportunity for greater outreach.
  • Social media messages that include an image receive more engagement than messages that only include text.
  • Use your partner networks to help amplify promotions and expand your audience reach.

For more information about the National Kidney Foundation of Michigan’s activities, contact Lindsay White, Communications Coordinator, at lwhite@nkfm.org, or visit www.nkfm.org. To learn how you can get involved with NDEP’s National Diabetes Month 2013 campaign, visit www.YourDiabetesInfo.org/DiabetesMonth2013.


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