On May 22, the Slovenian Diabetes Association and the communication company Mediade received the prestigious Slovenian National Professional Award “Prizma” for organising the #DarujemKilometre (#DonatingKilometers) campaign. This award, handed out by the Slovenian Public Relations Society, recognises the exceptional work of Slovenian organisations in developing and implementing communication programmes in public relations.
This annual campaign began in 2019 when the professional cycling team “Team Novo Nordisk”, whose members live with Type 1 diabetes, visited Slovenia. At that time, the general public was invited to cycle and report the distance they travelled in kilometers. In 2023, the campaign aimed to collect a total of 384,000 kilometers, equivalent to the distance between Earth and the Moon. Based on the kilometers already collected since 2019, over 140,000 kilometers were still needed to reach the goal. With 212,426 kilometers collected, the campaign exceeded its target in 2023, reaching a total of 512,888 kilometers. A total of 25 out of 39 member societies of the Association of Diabetic Societies of Slovenia participated in the initiative. The campaign will continue in 2024 with a new target set at 1 million kilometers.
The campaign directly contributed to raising awareness of diabetes and the importance of physical activity in preventing, slowing down and managing the condition. The initiative not only encourages people to lead a more active lifestyle, but also represents an innovative and effective approach to raising public awareness about the importance of health. Additionally, the involvement of the broader public helped destigmatise diabetes.
The campaign is an example of successful collaboration between different sectors to address diabetes prevention, which can be extended to other therapeutic fields.
Slovenian professional cyclist, Matej Mohorič, who supported the campaign and donated his kilometers from one of his races, commented: “On the bike for a healthy body”.
The Slovenian Diabetes Association wishes to thank all those who supported the #DarujemKilometre campaign, especially Novo Nordisk, which has supported the initiative from the beginning.
Update: Campaign Milestones and New Goals Presented at PR Day in Ljubljana (October 2024)
Following the success of the #DarujemKilometre campaign in surpassing its ambitious 2023 goal, the Slovenian Diabetes Association presented updates and future plans at the PR Day event in Ljubljana this October. The campaign was highlighted as a model for effective storytelling, collaboration and public engagement.
Building on a Powerful Narrative
The campaign’s journey began with a simple yet compelling story: encouraging individuals with diabetes, their families and communities to cycle and contribute their kilometers. It initially aligned with professional cyclists’ efforts during the Tour of Slovenia and has since evolved to set increasingly ambitious goals—first cycling the equivalent of the Earth’s circumference, then to the Moon. For 2024, the campaign aims to achieve an extraordinary milestone: one million kilometers.
The Strength of Partnerships
The campaign’s success would not have been possible without strong partnerships. Novo Nordisk, a founding partner, has offered consistent support. New collaborations with organizations like Zaloker & Zaloker and Dexcom have further amplified the campaign’s impact. Moreover, co-funding from the Ministry of Health’s project, I Have Diabetes, Diabetes Doesn’t Have Me, has enabled broader outreach and sustained momentum.
Engagement Through Personal Connections
The campaign’s foundation lies in fostering personal connections. As the Slovenian Diabetes Association shared during PR Day, direct human engagement has been the cornerstone of their strategy. These relationships have inspired widespread participation, uniting diverse communities in the mission to raise awareness about diabetes and the benefits of an active lifestyle.
Looking Ahead
The #DarujemKilometre campaign has grown beyond an initiative into a movement for change. As the journey toward one million kilometers continues, the Association invites individuals and organizations alike to join this shared effort. Together, participants can not only contribute to achieving a monumental goal but also help create a healthier and more connected society.
Stay tuned as the Slovenian Diabetes Association leads the way in making a lasting impact on diabetes awareness and prevention!
