Join the Canadian Diabetes Association's largest online awareness campaign

Who Are You Fighting For? Video PSA

Golfer David Markle, 28, is fighting for youth living with diabetes (CNW Group/Canadian Diabetes Association)

Who Are You Fighting For? Radio PSA

Tell us "Who Are You Fighting For?" for a chance to win at fightingdiabetes.ca

TORONTO, Oct. 22, 2013 /CNW/ - Diabetes has reached epidemic proportions in Canada and around the world. With more than nine million Canadians living with diabetes or prediabetes, including an estimated one million living with undiagnosed diabetes, awareness is the crucial first step in the fight against the disease. In recognition of Diabetes Awareness Month this November, the Canadian Diabetes Association has launched Who Are You Fighting For?—a grassroots campaign that will provide a voice to people affected by diabetes across Canada.

"My five-year old daughter, Avery, and I both live with type 1 diabetes and people need to be aware of what this disease entails," says Tanyss Christie, Chilliwack, British Columbia. "I'm fighting for my daughter and all young children with diabetes, because they deserve a healthy and carefree future."

Throughout the campaign, Canadians will be encouraged to:

1)     Share their story about somebody close to them fighting diabetes at fightingdiabetes.ca;
2)     Share their Who Are You Fighting For? Facebook or fundraising page with friends, family and online communities to raise awareness and funds;
3)     Learn more about diabetes; and,
4)     Support Diabetes Awareness Month activities in their local communities or host their own local event.

"Canada plays a leading role in the fight against this global diabetes epidemic," says Rick Blickstead, President and CEO of the Canadian Diabetes Association. "Many people are living with diabetes and don't know it. Diabetes Awareness Month provides an opportunity to create greater awareness of this complex disease, helping people learn about the signs and symptoms as well as what they can do to effectively prevent type 2 diabetes and manage type 1 , type 2 and gestational diabetes."

Getting involved in the Who Are You Fighting For? campaign is easy. Visit fightingdiabetes.ca to share your story from October 21 to November 30, 2013, to be eligible to win a 15" MacBook Pro, a $3,000 Visa shopping spree or other exciting prizes, courtesy of Novo Nordisk Canada Inc. Family, friends and colleagues can also show their support by voting and sharing stories with their online social networks and by making a donation.

"Novo Nordisk is pleased to support this unique online campaign that engages and encourages Canadians to share their personal story of who they are fighting for," says Vince Lamanna, President of Novo Nordisk Canada Inc. "I'm fighting to ensure Canadians with diabetes have access to the best treatments, so they can pursue their dreams, like my friend Sebastien Sasseville, professional triathlete with Team Novo Nordisk and the first Canadian with type 1 diabetes to summit Mount Everest."

Diabetes is a disease with multifaceted causes and no known cure. It is defined by abnormal levels of glucose (sugar) in the blood and can lead to complications such as heart attack, stroke, kidney failure and amputations. Understanding the disease is critical to preventing type 2 diabetes and for effective self-management of all types of diabetes leading to healthy outcomes. Signs and symptoms of diabetes include: unusual thirst, frequent urination, weight change (gain or loss), extreme fatigue or lack of energy, blurred vision, frequent or recurring infections, cuts and bruises that are slow to heal, tingling or numbness in the hands or feet, and trouble getting or maintaining an erection. It is important to recognize, however, that many people who have type 2 diabetes may display no symptoms.

"The more awareness and funds we can generate, the more people with diabetes we can help," adds Blickstead.

About the Canadian Diabetes Association
The Canadian Diabetes Association is a registered charitable organization, leading the fight against diabetes by helping people with diabetes live healthy lives while we work to find a cure. Our professional staff and more than 20,000 volunteers provide education and services to help people in their daily fight against the disease, advocate on behalf of people with diabetes for the opportunity to achieve their highest quality of life, and invest in groundbreaking research. Please visit diabetes.ca, join us on facebook.com/CanadianDiabetesAssociation, follow us on Twitter @DiabetesAssoc, or call 1-800-BANTING (226-8464).

About Novo Nordisk Canada Inc.
Novo Nordisk is a healthcare company and a world leader in diabetes care and biopharmaceuticals. Novo Nordisk manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. Novo Nordisk's business is driven by the Triple Bottom Line: a commitment to economic success, environmental soundness, and social responsibility to employees and customers. For more information, visit www.novonordisk.ca.

SOURCE Canadian Diabetes Association

Video with caption: "Who Are You Fighting For? Video PSA". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20131022_C5807_VIDEO_EN_32333.mp4&posterurl=http://photos.newswire.ca/images/20131022_C5807_PHOTO_EN_32333.jpg&clientName=Canadian%20Diabetes%20Association&caption=Who%20Are%20You%20Fighting%20For%3F%20Video%20PSA&title=Who%20Are%20You%20Fighting%20For%3F%20Video%20PSA&headline=Join%20the%20Canadian%20Diabetes%20Association%27s%20largest%20online%20awareness%20campaign

Image with caption: "Golfer David Markle, 28, is fighting for youth living with diabetes (CNW Group/Canadian Diabetes Association)". Image available at: http://photos.newswire.ca/images/download/20131022_C5807_PHOTO_EN_32332.jpg

Audio with caption: "Who Are You Fighting For? Radio PSA ". Audio available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_AUDIO_EN_32334.mp3

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32335.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32336.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32337.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32338.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32339.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32340.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32341.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32343.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32342.pdf

PDF available at: http://stream1.newswire.ca/media/2013/10/22/20131022_C5807_DOC_EN_32344.pdf

For further information:

For more information about the Who Are You Fighting For? campaign or to arrange interviews and photo opportunities, please contact:

Katie Ostler
Manager, Communications
Canadian Diabetes Association
katie.ostler@diabetes.ca
O: 416-408-7088
M: 416-316-5334