Diabetes and sight loss campaign recognised

A campaign that aimed to raise awareness of the potential threat that diabetes can have on vision has been nominated for an award.

The initiative was established by RNIB Scotland and Diabetes Scotland and has been shortlisted in the Scottish Charity Awards, with winners announced in June.

The campaign highlights that many people living in Scotland with diabetes are failing to attend eye screening. The campaign features a 90-second film called How do you see Scotland that is narrated by actor Brian Cox.

The film was aired in 76 cinemas across Scotland during National Eye Health Week last year, with an estimated 2.4 million people viewing it. In Scotland, more than 291,000 people are living with the condition.

Coinciding with the film, the campaign also released a series of photographs of iconic Scottish landmarks that were obscured by the effects of retinopathy. The same distorted scenery theme was used on postcards that were sent to 960 health-related practices across Scotland.

The communications manager for Diabetes Scotland, Claire Fleming, said: “We raised awareness of this serious, often symptomless, condition and how permanent sight loss can be prevented through screening. Health messages can sometimes struggle to capture attention. Our film sought to subvert the familiar tourism advert, catching audience expectations off guard when the scenery becomes blotchy, before asking ‘How do you see Scotland?’.”

To cast your vote to support the campaign in the awards, visit the Scottish Charity Awards website.