"GET CHECKED NOW" Campaign Launched to Help Combat Type 2 Diabetes

Canadian Diabetes Association and Loblaw Companies Limited offer year-long national in-store program

TORONTO, March 1 /CNW/ - Today, the Canadian Diabetes Association launched "Get Checked Now" - a national public awareness campaign aimed at Canadians 40 and older alerting them to the consequences of being passive about their potential risk for developing type 2 diabetes and leading them to take action against the disease by getting checked now. The Association and Loblaw Companies Limited (Loblaw) will also offer a national "Get Checked Now" program that will help get Canadians checked for type 2 diabetes and support them in living healthy lives with the disease.

According to a recent Environics Public Opinion Poll commissioned by the Canadian Diabetes Association, 43 per cent of Canadians (people without diabetes) indicate that they have never been tested for type 2 diabetes.1 Based in part on this insight, the "Get Checked Now" awareness campaign features a dramatic story line and compelling images to draw attention to a sign that someone may experience with undiagnosed type 2 diabetes - severe tingling or numbness in the extremities known as diabetic peripheral neuropathy. National television and radio public service announcements encourage Canadians to visit getcheckednow.ca for information and, more importantly, to find out where to get checked for diabetes.

"Diabetes has reached epidemic proportions among the Canadian population. Many people with prediabetes or undiagnosed type 2 diabetes may actually display no symptoms. It is critical that we all act now as diabetes is not only costing our healthcare system, but is costing Canadians their life," said Michael Cloutier, president and CEO, Canadian Diabetes Association. "Our campaign sponsors and distinctive collaboration with Loblaw will help Canadians get checked for type 2 diabetes and provide educational resources to help them manage the disease."

Now, Canadians can get a complimentary personalized diabetes risk assessment at participating pharmacies located at Loblaws, Zehrs, Extra Foods, Atlantic Superstore, Real Canadian Superstore and Your Independent Grocer retail stores. This risk assessment takes only minutes and was developed in consultation with the Canadian Diabetes Association and complies with the Association's Clinical Practice Guidelines for the Prevention and Management of Diabetes in Canada. Free copies of a Canadian Diabetes Association and Loblaw co-branded publication called Verve - A Guide to Living Healthy with Diabetes will also be available. Starting in the spring through to the end of the year, Loblaw and the Association will deliver diabetes education sessions at pharmacies in select Loblaw retail stores to help Canadians learn how to manage their diabetes, and to help facilitate a network of individuals living with diabetes.

"Working with the Canadian Diabetes Association is another example of Loblaw's commitment to help Canadians live healthier lives," says Bobbi Reinholdt, senior vice president, Pharmacy, Loblaw Companies Limited. "Our pharmacists can provide personalized diabetes risk assessments at any time, and education on managing diabetes including diabetes medication reviews and, information. Loblaw and its pharmacies aim to support Canadians' healthier lifestyle goals in a one stop shop experience."

Loblaw is a proud supporter in this year-long national initiative with the Canadian Diabetes Association, which represents one way the Company is offering programs, services and products that can help Canadians live healthier lives.

Reflective of this approach, the Company has just launched its Helping You Live Life Well® event in its banner stores across the country. With 100 new healthier items in the latest President's Choice® Insiders Report® and a spotlight on diabetes health screening and education sessions in select banner stores to an ongoing focus on fresh food offerings and more, Loblaw aims to motivate Canadians to live healthier lives.

Visit getcheckednow.ca to find out more information about the "Get Checked Now" campaign and to locate your nearest pharmacy.

Diabetes in Canada

Today, more than 3 million Canadians live with diabetes of which 1 million live with undiagnosed type 2 diabetes. A further 6 million Canadians live with prediabetes and nearly 50 per cent of them will go on to develop type 2 diabetes. Nearly one in four Canadians either has diabetes or prediabetes. Prediabetes refers to a condition that, if left unchecked, puts you at risk of developing type 2 diabetes. More than 20 people are diagnosed with the disease every hour of every day. Diabetes also threatens the economic prosperity of our nation as it currently costs our healthcare system $12.2 billion annually - a number that is projected to rise to $16.9 billion by 2020. However, as much as diabetes is impacting the Canadian healthcare system, it is shortening people's lives by 5 to 15 years. Diabetes is increasingly costing Canadians their lives, yet people remain desensitized to it.

About the Canadian Diabetes Association

Across the country, the Canadian Diabetes Association is leading the fight against diabetes by helping people with diabetes live healthy lives while we work to find a cure. Our community-based network of supporters help us provide education and services to people living with diabetes, advocate for our cause, break ground towards a cure and translate research into practical applications. For more information, please visit diabetes.ca or call 1-800-BANTING (226-8464).