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August 26, 2008

Mela diabetes roadshow draws the crowds

A high-profile roadshow organised by leading health charity Diabetes UK to raise awareness of Type 2 diabetes among the UK’s South Asian community, has got off to a flying start, with 436 people receiving on-the-spot tests in just two days.

These popular, one-day Mela festivals attract tens of thousands of visitors for a celebration of South Asian music, culture and food. The aim is to raise awareness of the clinical condition, and encourage people to get tested aboard the charity’s colourful, Measure Up mobile vehicle, which is the focus of the events.

This year’s campaign is targeting Black and Asian minority ethnic communities, which have a higher risk of developing Type 2 diabetes.


Getting in on the act: Diabetes UK used the popular
Mela events to raise awareness of type 2 diabetes
among the South Asian community

The hi-tech mobile unit, produced by Event Marketing Solutions (EMS), offers a welcoming space for people to read information and ask advice from healthcare professionals, as well as private rooms for on-the-spot blood glucose testing.

In just two attendances at the Southampton Mela and the Nottingham Mela in July, the vehicle had seen 436 people receiving blood glucose tests on board – well ahead of the anticipated response.

The most recent stop was the London Mela at Gunnersbury Park on 10 August, with a visit to the Leicester Mela planned in September.

“The Diabetes UK roadshow and its colourful vehicle are proving to be a real attraction to visitors at the Mela events, and we are absolutely delighted at the number of people we have tested, which is far ahead of what we had predicted,” said Ben Holdstock, Senior Roadshow Organiser at Diabetes UK.

Meanwhile, EMS account director Justin Isles commented: “This year’s Diabetes UK roadshow is all about targeting very precise audience groups, in this case specific minority ethnic communities. This will be the third time that we have supplied the charity with a high-quality, attractive vehicle in which the roadshow activities can take place.

“These results demonstrate just how successful that strategy has been. By taking the right message to the right people, and making it easy for them to receive testing on-the-spot, we are helping Diabetes UK to combat a major national problem.”

Further roadshow activity is currently under consideration for later in 2008.

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