New PSA Campaign to Promote Awareness and Management of Diabetes

RESTON, Va., Oct. 4, 2011 /PRNewswire/ -- The Entertainment Industries Council, Inc. (EIC), a non-profit organization that deals with important health and social issues, and Novo Nordisk, a world leader in diabetes care, have partnered with Stephen Wallem on a diabetes campaign entitled Picture This: Diabetes to increase awareness and to encourage better management of the disease. A new TV PSA featuring the actor is a central focus of the campaign and is currently being distributed to broadcast stations and cable outlets throughout the country, as well as to online media.

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Diabetes, a growing epidemic that affects over 26 million Americans, is a serious health condition that if left untreated, can result in adverse health outcomes. According to the CDC, 7 million diabetics are undiagnosed. In addition to the health implications, diabetes is also an economic burden, currently estimated at a total cost of $218 billion, one of the costliest diseases in America.

Stephen Wallem is both a person living with non-preventable Type 1 diabetes and an actor portraying a character with diabetes on the Showtime television series Nurse Jackie. He has enthusiastically joined the diabetes campaign in hopes that his compelling personal story will reach a greater audience.

The PSAs are part of a larger initiative to involve national and local media in a dialogue that informs the public about diabetes.

About Entertainment Industries Council

EIC, a non-profit organization, was founded in 1983 by leaders of the entertainment industry to bring the power of the industry to bear on communication about health and social issues. The organization is considered to be the chief pioneer of entertainment advocacy outreach and one of the premiere success stories in the field of entertainment education and information resources for entertainment creators. EIC also produces the simulcast national television special PRISM Awards Showcase which addresses accurate portrayals of substance abuse and mental illness: prevention treatment and recovery.

For more information, visit www.eiconline.org or www.prismawards.com.

About Novo Nordisk

Headquartered in Denmark, Novo Nordisk is a global healthcare company with 87 years of innovation and leadership in diabetes care. The company also has leading positions within hemophilia care, growth hormone therapy and hormone replacement therapy. For more information, visit novonordisk-us.com.

SOURCE The Entertainment Industries Council, Inc. (EIC)