A POSTER campaign featuring Ford Capris and Chopper bikes has netted two awards at the Institute of Practitioners in Advertising Best of Health Awards.

NHS North East Essex teamed up with Dr Foster Intelligence to produce the ad campaign aimed at raising awareness of type two diabetes in the over-45s.

The campaign featured icons from the Seventies with the line “If you can remember this, you should have a test”.

During the month-long campaign, more than 2,000 people gave their contact details and agreed to be invited for diabetes testing.

This meant the PCT could then help them reduce the risk of type two diabetes by changing their lifestyle, such as taking more exercise and eating more fruit and veg.

NHS North East Essex diabetes commissioning manager, Linda Jewsbury, said: “For whatever reason, and lifestyle certainly is playing a major part, diabetes is on the increase.

“Diabetes is a major challenge for us. Early diagnosis and treatment, combined with encouraging people to lead a healthier lifestyle, is very important if we are to tackle the increase in prevalence.”

Huw Rowlands, senior writer at Dr Foster, said: “The awards are important for showing our clients how we can communicate healthcare messages in creative, attention grabbing ways.”

Out of 340 entries from 64 agencies, Dr Foster Intelligence won bronze awards in two categories.

Latest figures in north east Essex show there are 13,117 people recorded as having diabetes, but estimates suggest there are at least 2,000 people with undiagnosed diabetes.

Type two diabetes develops over time and the symptoms are not always obvious early on.

A blood test is the best way to diagnose diabetes at an early stage before complications set in.

If left undiagnosed and untreated, diabetes can lead to a number of complications including kidney failure, blindness or stroke.

The Best of Health Awards showcase and reward the best in creativity in healthcare advertising