ACCU-CHEK Compact Launches 'I Am' Ad Campaign

ACCU-CHEK Compact Launches 'I Am' Ad Campaign

CHICAGO, March 21 /PRNewswire/ -- What do two 17-year-old twins and a woman in her thirties have in common? All three have diabetes and are featured in the new ACCU-CHEK(R) Compact blood glucose meter television advertisements that debuted in January 2005. The campaign for Roche Diagnostics, the world's leading provider of diagnostic systems and decision- oriented health information, will air on a variety of network programs, including Good Morning America, Today Show and nightly news programs.

The "I Am" campaign, developed by BBDO Chicago, focuses on easier blood glucose testing and making it part of your everyday routine by using a product that is "less painful from start to finish." This important message is part of the ACCU-CHEK(R) product positioning to make living with diabetes easier.

"The campaign sends a message to people with diabetes that good diabetes management is within reach and may be done with less pain, which, as our research has shown us, is one of the major barriers to regular testing," said Nancy Lonsinger, Vice President of Diabetes Care Marketing at Roche Diagnostics.

The twins, Caty and Erin, with the support of their parents, have effectively managed their diabetes for approximately 15 years. They demonstrate good diabetes management in all aspects of their lives. "We test about 10 times a day and with the ACCU-CHEK Compact system it's really easy. It's just a part of our everyday life," said Caty. The two girls maintain a healthy diet and active lifestyle.

Yaa was diagnosed with type 2 diabetes within the last year and has taken aggressive steps to modify her behavior to ensure she is maintaining a healthy lifestyle and appropriate blood glucose levels. She also uses the ACCU-CHEK Compact system, which has a preloaded 17-strip drum so that she doesn't have to mess with strips and vials each time she tests.

The "I Am" campaign, now in its second year, has received a variety of awards including a 2004 Communicator Award.

According to the American Diabetes Association, 18.2 million people, or 6.3 percent of the U.S. population have diabetes. The ADA estimates that while an estimated 13 million have been diagnosed, the remaining 5.2 million are unaware they have the disease.

Roche Diagnostics' products and services help to prevent, diagnose and treat diseases ranging from diabetes to kidney disease to liver disease and anemia, thus enhancing people's health and quality of life. The ACCU-CHEK Compact system is a less painful testing solution for individuals with diabetes because they don't have to struggle with strips and vials each time and they have the ability to test on their palm instead of sensitive fingers*. ACCU-CHEK products are preferred on most health care plan formularies helping to keep out-of-pocket costs to a minimum.

For more information about the ACCU-CHEK Compact system, please visit http://www.accu-chek.com/ .

*Ask your doctor if palm testing is right for you.

Source: Roche Diagnostics

CONTACT: Jessica Milten for Roche Diagnostics, +1-312-856-8815

Web site: http://www.accu-chek.com/

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