EMS starts second diabetes roadshow

Event Marketing Solutions (EMS) is running Diabetes UK's 'Measure Up' roadshow for a second time and has added eight locations.

The tour of 21 towns and cities aims to raise awareness of type-two diabetes. It started in Southampton on 29 August and will end on 22 November in Northampton.

The activity features a 26.5sqm magenta exhibition vehicle and offers on-the-spot blood glucose testing by Lloyds Pharmacy and advice from healthcare professionals. It has three blood glucose testing rooms, compared with one last year.

Diabetes UK senior roadshow organiser Ben Holdstock said: "EMS produced fantastic results for us last year, delivering an eye-catching roadshow for our awareness-raising campaign. Its professionalism and attention to every detail mean we can be sure that the 2007 roadshow is in very safe hands."

The name 'Measure Up' comes from the fact that increased waist size is a risk factor of type-two diabetes. In the 2006 campaign, 1,034 people were tested on site.

EMS staff use handheld PDAs to conduct live consumer research about diabetes and Diabetes UK and take down contact details to send more information to visitors at a later date.

EMS managing director Keith Austin said: "We are delighted to launch the second year of this important face-to-face campaign and look forward to reaching more people with these vital health messages."

EMS was awarded an Institute of Sales Promotion award in May for the 2006 campaign and two golds at the Event Awards on 14 September for most improved experiential activity and most effective live event activity for the FMCG/pharmaceutical sector.

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