Spanish PSAs Aimed @ Preventing Blindness In People With Diabetes.

Hispanic-Americans are twice as likely to have diabetes as other Americans. To address the threat of blindness from diabetes in the Hispanic community, the American Association of Health Plans (AAHP), the American Diabetes Association (ADA), and the Foundation of the American Academy of Ophthalmology (AAO) produced TV, radio and print PSAs in Spanish.

“Diabetes is a serious public health issue that continues to disproportionately impact Hispanics and other communities of color,” said Congressman Ciro D. Rodriguez, Chair of the Congressional Hispanic Caucus Health Task Force. “For Spanish-speaking patients, access to educational and prevention programs remains a huge health care obstacle. This national campaign is an important outreach tool for reducing diabetes related complications.”

The PSAs are part of an ongoing national campaign aimed at reducing the number of Americans who lose their sight each year as a result of diabetes. The campaign, launched with the support of the Congressional Diabetes Caucus and the Congressional Black Caucus, is working to highlight the fact that minorities are disproportionately affected by diabetic blindness.

“We are proud to join with these congressional leaders and other groups and organizations in a broad-based effort to encourage persons with diabetes to have their eyes checked on a regular basis,” said AAHP President Karen Ignagni. “America’s health plans are committed to working toward this important goal. I encourage radio and TV stations all over the country to broadcast this important message to their Spanish-speaking audiences.”

Diabetes is the leading cause of blindness in America, and while a simple eye exam can lead to the prevention of blindness, most people with diabetes fail to get their eyes checked on a regular basis. Many people are not aware that eye exams for people with diabetes are covered under most health plans. Diabetes is a particularly acute concern among minority populations.

“This campaign represents the next phase of Taking On Diabetes, an ambitious project started in 1999 by AAHP and ADA to improve patient outcomes and reduce the life-threatening complications associated with diabetes,” said Michael Mawby, National Vice President of Government Relations and Advocacy, ADA. “It has been proven that early screening and effective treatment options can prevent and delay the onset of diabetic retinopathy for many Americans. Screening can help the quality of life for the millions of Americans, while also saving our healthcare system dollars on disability payments in the long run.”

The creation of the new PSAs and the Taking on Diabetes project are funded by an unrestricted educational grant from GlaxoSmithKline. The three PSAs have been endorsed by the Foundation of the American Academy of Ophthalmology. The ads, in radio, television and print formats have a common theme — the terrible sadness experienced by a grandmother as she loses her sight highlights the need for people with diabetes to get their eyes checked so they can continue to witness those things that are most important in their lives. The ads point out that eye exams for persons with diabetes are covered by health plans, a fact not widely understood.

“Patients with diabetes are 25 times more likely than the general population to go blind. It is critical that patients with diabetes follow the American Academy of Ophthalmology’s recommendation of getting annual dilated eye exams,” said C. P. “Pat” Wilkinson, MD, ophthalmologist and Academy Board of Trustees member. “Together, we can prevent up to 24,000 people from losing their eyesight to diabetic retinopathy each year.”

AAHP member plans in New Mexico have worked through New Mexico Health Care Takes on Diabetes to ensure placement of these ads throughout a state which has one of the highest rates of incidence of diabetes in the country. This initiative is part of a larger community partnership program convened under the auspices of Taking on Diabetes at several sites across America. The collaborative program, currently in place in New Mexico; Westchester County, New York and Kansas City brings together physicians, hospitals, provider organizations, medical societies, peer review organizations and state departments of health to discuss common goals and the implementation of plans to meet them. Additional support for the community collaboratives is provided by a grant from the Commonwealth Fund.

The American Association of Health Plans (AAHP) is the largest national trade organization representing more than 1,000 health maintenance organizations (HMOs), preferred provider organizations (PPOs), and other similar health plans that provide health care coverage to more than 170 million Americans.

The Foundation of the American Academy of Ophthalmology is dedicated to reducing avoidable blindness and severe visual impairment by raising awareness, educating and facilitating eye care for the public.

The American Diabetes Association is the nation’s leading voluntary health organization supporting diabetes research, information and advocacy. Founded in 1940, the Association supports affiliate offices in every region of the country, providing services in more than 800 communities.