Social media phenomenon #BloodSugarSelfie is back for Diabetes Week 2014 - and this time it is twice as big - as Bayer Diabetes Care UK will sponsor the event and match donations made to type 1 diabetes charity JDRF.
#BloodSugarSelfie emerged as an online trend among the online diabetes community, drawing inspiration from the viral #NoMakeupSelfie campaign for cancer research. Now, during Diabetes Week (Sunday 8 to Saturday 14 June), JDRF and Bayer Diabetes Care are urging supporters to get testing, get snapping, get tweeting and get donating!
The campaign will raise awareness of type 1 diabetes and support JDRF's vital research into better treating, preventing and curing the condition. It will see people living with type 1 diabetes post photos on social media of themselves alongside a reading from their blood glucose monitor, accompanying this with a text donation to JDRF. Bayer has pledged to match all donations during Diabetes Week, up to a limit of £4,000.
Last time, JDRF received 850 donations totalling just over £4,000. With the help of Bayer Diabetes Care's sponsorship, JDRF hopes to double this amount.
The 400,000 people in the UK who live with type 1 diabetes - including nearly 30,000 children - rely on multiple insulin injections or pump infusions every day just to stay alive. A child diagnosed with type 1 diabetes at the age of five faces up to 19,000 injections and 50,000 finger prick blood tests by the time they are 18. The condition is not linked to lifestyle factors such as diet and exercise.
Karen Addington, Chief Executive of JDRF, said: "The #BloodSugarSelfie campaign highlights that living with type 1 diabetes can be a very big challenge. Every day individuals living with the condition have to keep their blood glucose levels within a given range and this requires constant management."
She added: "We are so grateful to Bayer for their generous match sponsorship. We also salute Diabetes.co.uk for its role in creating this superb campaign earlier in 2014. Together, we are supporting vital research to better treat, prevent and one day cure type 1 diabetes."
Ros Barker, Strategic Marketing Manager at Bayer Diabetes Care, said: "The #BloodSugarSelfie campaign is a fun and innovative way to address the very serious topic of appropriate and accurate blood glucose measurement, which is key to successful diabetes monitoring and so we are delighted to support this initiative."
To join the #BloodSugarSelfie movement, post a photo of you and your blood glucose reading to Twitter or Facebook with the #BloodSugarSelfie hashtag. Donations to JDRF can be made by texting 'JDRF11 £5' to 70070. The £5 can be changed to an amount of your choice.
More information can be viewed at http://www.jdrf.org.uk/diabetesweek