Abbott helps to simplify Diabetes through its Real Heroes 2.0 Campaign

Mumbai, August 7, 2018: Abbott, the global healthcare company, has unveiled its latest campaign in India focusing on how people are living a full life with diabetes, thanks to modern healthcare. The initiative stems from the success of its last year’s Real Heroes campaign. The objective of the campaign this year is to help inspire people through positive conversations to live their best lives, despite the challenges they may face after being diagnosed with diabetes.

This year’s campaign titled ‘Be Brave. Be Bold.’ is in continuation to the last year’s ‘REAL FILM. REAL HEROES’ theme and focuses on how with the help of Abbott’s breakthroughs, modern healthcare has helped people push past possible and have a life full of rich experiences and fulfilling moments.

Commenting on the campaign, Vivek Mohan, Divisional Vice President, Corporate Global Marketing, Abbott said, “Everyday around the world, Abbott helps people live their best lives with our life changing technology. This film shows inspiring people not letting diabetes stop them from having amazing experiences. The campaign aims to remove the stigma associated with having diabetes, and provides those diagnosed with it with knowledge that can help them overcome challenges they may face, and unlock all that life has to offer."

With India currently representing 49 percent of the world’s diabetes burden, with an estimated 72 million cases in 2017 (Indian Council for Medical Research report), Abbott’s film and campaign intends to help people better manage diabetes through inspirational stories and educational content. The campaign continues to use real people stories to drive the message of living a full life through the power of health. The film created for social media, uses real profile pictures of 100+ people with diabetes, leading, happy, healthy lives.

The film was released on major digital platforms and has already received an overwhelming response from across the country, with over 4 million views.

Along with this, Abbott will also be reaching out to its consumers through a web series that will inspire and educate people through the journey of others who are living with diabetes. The company will be releasing digital snack-able content in association with three food bloggers, who explain how they were able to manage their respective conditions despite the fact that their profession is all about food, which is challenging because they are surrounded by edible things at all times.

Talking about his personal experience, Kalyan Karmakar, food blogger says, “Managing diabetes is a continuous process. It is a personal journey for everyone. Lifestyle & diet management along with proper medication is key but you need to figure out what works for you. My diagnosis of being pre-diabetic made me challenge my love for food but my determination made me overcome it. People, probably, worry the most about food when it comes to diabetes but my meals have never tasted better. Despite the struggles, my diagnosis hasn’t kept from living the life I imagined. Come to think of it, I think it has become even better than before”

Rushina Ghildiyal, food consultant, says, “Managing diabetes is a team sport. You don’t have to do it alone. A little help and support from family and friends can go a long way when it comes to dealing with the emotional ride that is diabetes.”

To know how Abbott’s products, help people raise the bar, please visit www.abbott.in / www.lifetothefullest.abbott

About Abbott:

At Abbott, we're committed to helping you live your best possible life through the power of health. For more than 125 years, we've brought new products and technologies to the world – in nutrition, diagnostics, medical devices and branded generic pharmaceuticals – that create more possibilities for more people at all stages of life. Today, 99,000 of us are working to help people live not just longer, but better, in the more than 150 countries we serve. In India, Abbott was established in 1910, and is one of the country's oldest and most admired healthcare companies. With over 12,000 employees in the country, we are helping to meet the healthcare needs of consumers, patients and doctors throughout urban and rural India.

Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal.

Abbott Media:

Mandira Viegas,+91 88796 13148,
mandira.viegas@abbott.com

Smritee Chaturvedi,+91 82915 01096,
smritee.chaturvedi@abbott.com

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