Alexandra Burke to front Diabetes UK campaign

Diabetes UK is launching a direct mail campaign, featuring The X-Factor winner Alexandra Burke, to garner support for the charity among young people.

The Get Serious campaign has been developed by customer management agency, Snowball.

The campaign also includes digital activity aimed to encourage young people to lobby and raise awareness among politicians by creating a digital postcard to send their local MP asking them to take the issue of diabetes seriously.

A mailpack featuring Burke will be sent out this week to charity members aged from five to 18.

Supporters are also invited to sign up to be a ‘My Voice’ campaigner to encourage diabetes sufferers to show their support for other children and young people with the condition.

Donna Castle, public affairs manager at Diabetes UK, says: “There is still a huge lack of awareness about diabetes, which leads to stigma and discrimination for a lot of young people.

“The campaign mailer and microsite that Snowball has designed and built allow young people with the condition, and their friends and family, to intuitively and directly communicate with their politicians, thereby reaching the people that have the power to change things at the highest level.”