Milpitas, California (Top40 Charts/ Capitol / EMI) OneTouch, a leading brand of blood glucose monitoring systems for people with diabetes, has introduced Life First, a new North American campaign featuring music legend B.B. King and Crystal Bowersox, one of music's most talented new artists. The ads debut on national and regional television today and will be followed by online and print ads over the next several months. The introduction of the campaign is particularly timely, since March 22 marks
National Diabetes Alert Day in the U.S.
The campaign brings together these two talented blues-inspired musicians for the first time as ambassadors for OneTouch. Both have firsthand experience with diabetes and represent the broad spectrum of people living with the disease. King, 85, a legendary guitarist and singer-songwriter who has appeared in previous OneTouch campaigns, has had type 2 diabetes since 1991. Bowersox, 25, the runner-up on American Idol Season 9, is insulin dependent and was diagnosed with type 1 diabetes when she was six years old.
"OneTouch understands that people living with diabetes don't want to be defined by their disease," said Michel Paul, Company Group Chairman, Johnson and Johnson Diabetes Care Franchise, which includes LifeScan. "They want to know that they're successfully managing their diabetes so that they can, in essence, put their life first. B.B. and Crystal embody the values and philosophy of OneTouch. B.B. is a music icon who continues to perform and tour tirelessly, and Crystal has established herself as one of music's most talented new artists. Both are clearly managing their diabetes so that they can live life first and are an inspiration to all individuals living with diabetes."
The campaign is the first phase of the OneTouch Life First initiative, which will be expanded over the next several months to provide information, tools and products to help encourage and inspire people living with diabetes to successfully manage their disease, enabling them to live their lives to the fullest.
LifeScan, Inc. is dedicated to creating a world without limits for people with diabetes and the maker of OneTouch Blood Glucose Monitoring Systems, a leading brand in North America. For information on diabetes care and OneTouch Products and services, visit www.onetouch.com.
