The NHS is using Facebook to reach thousands of men aged 40 and over in the West Midlands who are at risk of developing Type 2 diabetes, to help them to change their lifestyle and avoid the condition.

Richard Broogie, aged 44 from Hereford has benefited significantly from joining the Healthier You NHS Diabetes Prevention Programme,

The Facebook adverts will highlight the increased risk among white men of this age and encourage them to sign up for support from the Healthier You NHS Diabetes Prevention Programme.

Research shows that men over 40 are particularly at risk of getting Type 2 diabetes and this risk increases with age. The world leading programme, which supports those who are at risk of developing the condition to lose weight and adopt healthier habits, has already helped hundreds of thousands of people. There are now 200,000 places up for grabs every year thanks to the NHS Long Term Plan.

The NHS will post a series of sponsored Facebook ads over the next three weeks which will let users click through to a quiz by Diabetes UK. If their score is moderate or high they can refer themselves to a local service for support remotely or online, without having to go through a healthcare professional.

The NHS has fast-tracked access to the Healthier You programme after research found that people are twice as likely to die from COVID-19 if they have Type 2 diabetes. The new drive follows a successful national campaign in August last year which targeted Black and South Asian communities who are more at risk of Type 2 diabetes from the age of 25.

Professor Vinod Patel, Clinical Director Diabetes NHS England & NHS Improvement in the Midlands, said: “COVID-19 has shown us it is vital we act now. The evidence is clear – obesity and Type 2 diabetes significantly increase the risk that many of us face from coronavirus. We already knew that for men over 40 in particular, the risk of Type 2 diabetes steadily increases with age so it is crucial people in this group check their risk and get the right support.

“As we start to see signs of normal life returning, there has never been a better time to start living a healthier lifestyle and we want to support even more people to do this. If you think you are at risk, check your risk online – it is free and it could be life changing.”

Nationally, over half a million people have been referred into the programme, and those completing the programme who were overweight or obese lost on average 3.6kg, greater than originally predicted.

Richard Broogie, aged 44 from the city of Hereford has benefited significantly from joining the Healthier You NHS Diabetes Prevention Programme, which is run by Living Well Taking Control. Richard has routine blood tests every year, but in November 2020 his doctor informed him that he was in the middle of the prediabetic range. “I was disappointed when I was told this as I used to drink a lot of alcohol and had really reduced it about 4 years ago,” said Richard. “However, I realised that I had been replacing the alcohol with fizzy pop! I am a carer for my parents, so I was worried about developing diabetes and wanted the help to reduce my risk.

“I think the most important thing I have learned on the programme is learning about carbs and the relation to sugar. I always knew how important sugar was but had not realised the effect that carbs also have on your blood sugar levels. I have changed my rice and pasta to brown rice and brown pasta, and I cannot really taste the difference. I also found out how much sugar is in drinks, and I was shocked to find out a can of coke contains 9 tsp sugar!

“It was also good to find out about fruit and veg and how important they are. I do not actually like veg very much, so I have started to make a vegetable soup from scratch a few times a week and find that I am happy to have that to ensure that I get my veg in.

“Since starting the group sessions about two and a half months ago, I have already lost a stone. I also had a blood test recently, and I did not get to speak with the doctor, so I do not know what the exact number is, but I was told it is normal! I am feeling a lot brighter these days. I was worried about developing diabetes and I am feeling as though I have already reduced my risk of developing it in the future.”

In the Midlands, 37,799 people have attended the first NHS Healthier You NHS Diabetes Prevention Programme with an average weight loss of 3.1kg, 6 months after attending the first session.