Sweet Life Diabetes Community is once again shining a spotlight on diabetes stigma in South Africa through its nationwide #DiabetesLooksLikeMe campaign taking place on 14 May.
Building on last year’s Diabetes Stigma Campaign, this year’s focus shifts toward the language used around diabetes and the importance of recognising the person behind the condition.
According to the organisation, the words used to describe people living with diabetes are often filled with blame, shame and judgement, contributing to discrimination and emotional harm.
Changing the Conversation Around Diabetes
The campaign encourages South Africans to rethink the way they speak about diabetes and the people living with it.
Rather than reducing individuals to their diagnosis by referring to them simply as “a diabetic”, the campaign focuses on highlighting the identities, personalities and lives of people beyond the condition.
As part of the initiative, members of the Sweet Life community shared one-minute videos describing who they are outside of diabetes, reinforcing the campaign message that diabetes does not define a person.
“Sharing personal stories helps to actively dismantle stigma. Narrative sharing builds connection, challenges harmful stereotypes, and validates the emotional reality of people living with diabetes,” said psychologist Daniel Sher, who lives with Type 1 diabetes.
A Growing Health Concern in South Africa
While diabetes stigma may seem like a minor issue to some, Sweet Life says its impact is far-reaching.
The organisation highlighted that one in two South Africans living with diabetes remain undiagnosed, contributing to diabetes becoming the leading cause of death in the country.
By creating more compassionate conversations and improving public understanding, the campaign hopes to encourage earlier diagnosis, reduce shame and make people feel more supported in seeking help and treatment.
To support this, Sweet Life has also released a practical diabetes stigma and language guide aimed at healthcare providers, media professionals, friends, families and workplaces.
The campaign is also encouraging people living with diabetes to share selfies and stories on social media using the hashtag #DiabetesLooksLikeMe to help show the diversity of people affected by the condition.
A Facebook Live discussion featuring psychologist Daniel Sher and Sweet Life CEO and co-founder Bridget McNulty will also take place on 28 May at 7pm, giving the broader diabetes community an opportunity to engage in conversation around stigma and lived experiences.
For more information or to watch the campaign videos, visit Sweet Life Diabetes Community.
Leave a Reply