Addressing Type 2 Diabetes Stigma through Strategic Digital Influencer Interventions 

​Welcome to the official website of our research project, "Addressing Type 2 Diabetes Stigma through Strategic Digital Influencer Interventions". I am Dr. Zhaozhang Sun, a Research Fellow at the University of Birmingham, UK. This fellowship project aims to reduce the stigma associated with Type 2 Diabetes (T2D) through innovative social media campaigns led by social media influencers (SMIs).  Through the involvement of individuals living with T2D, diabetes-related social media influencers (SMIs), healthcare professionals (HCPs), and communication/social media/marketing professionals at diabetes-related organisations in the UK, this project will develop, implement and evaluate a social media campaign to normalise T2D and improve public understanding, ultimately fostering a more inclusive and supportive environment for those living with T2D. 

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The study is structured in three main phases: Phase 1 focuses on understanding the stigma-related experiences of individuals with Type 2 Diabetes (T2D), Phase 2 involves co-designing social media campaign materials, and Phase 3 evaluates the campaign's impact on T2D stigma.  

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FOR THE WORLD DIABETES DAY 2025 ANTI-STIGMA CAMPAIGN, PLEASE CLICK HERE.

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Who Are Invited to Participate

We invite participation from four key groups:

• T2D-related social media influencers

• Individuals living with T2D

• Healthcare professionals involved in diabetes care

• Communication, marketing, social media, or campaign experts working in healthcare or diabetes-related fields

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As a token of appreciation for your time and valuable contributions, you will receive a £25 voucher for each study phase in which you participate.  

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Why This Research is Important

Type 2 Diabetes remains a global public health concern, with significant stigma impacting those affected. Misconceptions, stereotypes, and societal blame exacerbate emotional distress, deter individuals from seeking care, and perpetuate health inequities. The stigma not only harms individuals' self-esteem and mental health but also contributes to broader social challenges, including workplace discrimination and social exclusion.

Recognising that stigma is a deeply personal and social issue, our project actively involves people with lived experiences of T2D in the research process. This co-design framework empowers participants to directly shape the content and direction of the interventions, ensuring that the outcomes reflect their lived realities and address their specific needs.​

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What We Aim to Achieve

Three key objectives drive this research:

1. Understanding Stigma: Investigating how stigma affects individuals living with T2D and identifying themes to guide intervention development.

2. Designing Together: Collaborating with stakeholders to create a compelling, impactful digital campaign that address identified stigma themes.

3. Evaluating Impact: Measuring the effectiveness of the campaigns in changing public perceptions, language use, and attitudes towards T2D.

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By adopting a co-design framework, this project ensures that individuals with T2D are not just participants but partners in creating meaningful and lasting change.​​

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Your insights are invaluable in shaping a campaign that addresses stigma and fosters a more inclusive and supportive society for people with T2D. There are no right or wrong answers to all the questions and – I am keen to gain a wide variety of opinions. Before you decide whether or not you would like to participate in this study, I will provide you with clear and adequate information on this study to enable you to make a fully informed choice.​​​

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Project Update: Campaign Development Complete

We are pleased to announce that this research project has now reached its final phase. We extend our heartfelt gratitude to all participants who contributed to the campaign design, launch, and evaluation stages. Your lived experiences, professional expertise, and creative insights have been instrumental in shaping this work.

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The "SUPPORT, DON'T BLAME" Campaign Handbook will be publicly released in the coming months, providing a comprehensive framework for wider-scale implementation. Early pilot results have demonstrated encouraging outcomes, with measurable shifts in public understanding and engagement with type 2 diabetes content.

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Expert Review and Validation

The campaign handbook has benefited from rigorous external peer review by distinguished experts in diabetes research, clinical practice, and patient advocacy. We are deeply grateful for the critical insights provided by:

• Hannah Greer, Diabetes UK

• Professor Simon Heller, University of Sheffield

• Dr Aseel Hamid, University College London

Their contributions have strengthened both the scientific rigour and practical applicability of this resource. Note: External review does not imply institutional endorsement.

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What's Next?

Following the publication of the campaign handbook, we invite organisations, healthcare professionals, and community groups to adapt and implement the "SUPPORT, DON'T BLAME" framework within their own contexts. Resources will be made freely available to maximise reach and impact.

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We are now preparing for World Diabetes Day 2025 with the launch of "SUPPORT, DON'T BLAME: Global Stories Against Diabetes Stigma" – a participatory digital storytelling campaign that builds directly upon this research. This new initiative invites global stakeholders to share their voices and collectively challenge workplace stigma.​ For enquiries about accessing campaign materials or participating in future initiatives, please visit the Contact page.

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Thank You！

This research would not have been possible without the generosity, courage, and commitment of everyone who shared their time and stories. Together, we are building a more inclusive and supportive future for people living with type 2 diabetes.