AstraZeneca launches diabetes lifestyle campaign

AstraZeneca hopes to raise awareness of the importance of an active lifestyle in successful diabetes management through a new online initiative.

The Anglo-Swedish biopharmaceutical firm has teamed up with the Diabetes Hand Foundation to launch the campaign, Everyday Steps, which aims to encourage people with type 2 diabetes to introduce walking into their treatment plan.

Topher Brooke, AstraZeneca's vice president for diabetes, said: “A successful type 2 diabetes treatment plan not only includes medication, but lifestyle and behaviour modifications like diet and exercise.

“Our aim is to offer people the tools and resources that will help empower them to manage their disease in a variety of ways.”

The walking guide, which is available at www.everydaystepsguide.com, offers tips on creating and maintaining a walking regimen, such as setting up goals and a reward scheme, walking with friends and creating a tailored music playlist to listen to while on route.

Cynthia Rogers a community manager for TuDiabetes.org said the role of exercise in helping improve diabetes management is a popular topic on the online diabetes forum, with many finding it difficult to start and maintain an exercise routine.

She added: “The Everyday Steps guide provides a lot of useful information about how to individualise a walking routine so that it fits a person's preferences and lifestyle. And that's the key for long-term success.”

Diabetes affects approximately 29.1 million people in the US, with type 2 diabetes accounting for 90-95% of diagnosed cases.