Boehringer Ingelheim Launches Groundbreaking Initiative “Cuida tu Don” with Entertainer “Don Francisco” Aimed at Hispanics with Type 2 Diabetes

RIDGEFIELD, CT, February 10, 2015 – Today, Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI) announced the launch of ‘Cuida tu Don,’ a national public awareness initiative featuring legendary entertainer Mario Kreutzberger, better known as ‘Don Francisco.’ Kreutzberger, who has type 2 diabetes, will serve as an ambassador for the initiative and encourage Hispanics with type 2 diabetes to live a lifestyle conducive to staying healthy. ‘Cuida tu Don,’ translated as ‘Take Care of Your Gift,’ is designed to engage, educate and inspire Hispanics with type 2 diabetes and their families. The initiative provides resources and information in three key aspects of diabetes – nutrition, fitness and treatment options – to the estimated 3.2 million Hispanics in the United States with the disease.

“Type 2 diabetes is a very serious disease but the tools to live a healthier life can be presented in an inspiring way that incites positive action,” said Kathleen Dowd, senior vice president of marketing at BIPI. “Don Francisco is a beloved personality and we’re excited he’s part of our effort to get vital information and advice in the hands of a community that continues to see a rising incidence of type 2 diabetes.”

One of the main areas of content on ‘Cuida tu Don’ is the webisodes in which Don Francisco, known for his candid interviews of celebrities, conducts an in-depth interview with a person living with type 2 diabetes. They discuss life before diagnosis, the common struggles with day-to-day disease management and relay real-life successes and challenges from the first-person perspective. The unifying message of this campaign is that type 2 diabetes need not stand in the way of a full life, which is shared by both Don Francisco and the people he interviews.

“Interviewing these men and women made me realize that my own experience mirrors theirs and how type 2 diabetes can leave even the most diligent person feeling overwhelmed or discouraged,” said Don Francisco. “I was honored to be asked to be part of this wonderful program that offers real information and useful content about type 2 diabetes to the nation’s Hispanics.”

The website also shares videos with tips and advice from various experts like a fitness trainer, a nutritionist and Dr. Luis Salmun, executive director of health sciences executives at BIPI. General tips like making checklists of daily management tasks, keeping a blood glucose log and videos with in-depth advice about vital subjects like proper foot care, healthy food choices, etc.

The site will be updated regularly with information that takes into account seasonal and holiday periods in the year, addressing timely topics like fitness tips for New Year’s resolutions and adhering to healthy eating during the Christmas holidays. A Treatment Options page will allow visitors to opt-in to leave the ‘Cuida tu Don’ Website and visit other Boehringer Ingelheim online properties about specific medical treatments for type 2 diabetes.

Engaging Communities
To take the initiative into communities and ensure content reaches Hispanics with type 2 diabetes across the country, Boehringer Ingelheim has also partnered with organizations in key markets to share ‘Cuida tu Don’ messaging and information. Current partners include White Memorial (Los Angeles), Montefiore Diabetes Clinic (New York), Clínica Asociación Cubana (CAC) Medical Center (Miami) and Diabetes Center of Puerto Rico with support ranging from in-hospital signage to social media support.

For more information, please visit www.cuidatudon.com. 

About Diabetes
Approximately 29 million Americans and an estimated 387 million people worldwide have type 1 or type 2 diabetes, and nearly 28 percent of Americans with diabetes—totaling 8 million people—are undiagnosed. In the U.S., approximately 12 percent of those aged 20 and older have diabetes. T2D is the most common type, accounting for an estimated 90 to 95 percent of all adult diabetes cases in the U.S. Diabetes is a chronic condition that occurs when the body either does not properly produce, or use, the hormone insulin.

About Boehringer Ingelheim Pharmaceuticals, Inc.
Boehringer Ingelheim Pharmaceuticals, Inc., based in Ridgefield, CT, is the largest U.S. subsidiary of Boehringer Ingelheim Corporation (Ridgefield, CT) and a member of the Boehringer Ingelheim group of companies.

The Boehringer Ingelheim group is one of the world’s 20 leading pharmaceutical companies. Headquartered in Ingelheim, Germany, it operates globally with 142 affiliates and more than 47,400 employees. Since it was founded in 1885, the family-owned company has been committed to researching, developing, manufacturing and marketing novel medications of high therapeutic value for human and veterinary medicine.

Social responsibility is a central element of Boehringer Ingelheim's culture. Involvement in social projects, caring for employees and their families, and providing equal opportunities for all employees form the foundation of the global operations. Mutual cooperation and respect, as well as environmental protection and sustainability are intrinsic factors in all of Boehringer Ingelheim’s endeavors.

In 2013, Boehringer Ingelheim achieved net sales of about $18.7 billion (14.1 billion euro). R&D expenditure in the Prescription Medicines business corresponds to 19.5% of its net sales.

For more information please visit http://www.us.boehringer-ingelheim.com.