Focus: Corporate Responsibility - Side by side

Diabetes UK and Lloyds Pharmacy began their relationship in 2000, when the pharmaceutical giant began its pioneering early identification screening programme. It has since screened 750,000 people.

EVE TINDALE, corporate relations executive, Diabetes UK

We've been working closely since late 2000, and both parties have always taken a long-term view of the relationship.

Lloyds originally approached us for help in planning an early identification diabetes screening programme. It's been really pioneering in its work - we estimate there are a million people living with undiagnosed diabetes, and Lloyds has screened 750,000 people to date.

We work very closely with its pharmacists, who are playing a more vital role in community healthcare. In turn, Lloyds has access to our in-house experts, some of whom write for Lloyds' own publication.

We have given it licence to use our logo on its early screening adverts.

Last year, when a TV campaign ran concurrently with the programme, screening visits rocketed by 700 per cent.

Lloyds has sponsored major fundraising events, such as our Walk in the Park initiative between 2001 and 2003. It also supports us with gifts in kind - for instance, during Diabetes Week it will interview our directors on its in-house radio station.

ALEX BEAUMONT, pharmacy marketing manager, Lloyds Pharmacy

As a pharmacy business with 1,400 UK outlets, we knew we had the capacity to start diabetes testing.

When we developed the procedures, we needed to understand the proper guidelines - Diabetes UK was able to advise us. We get its advice on everything from clinical-related issues to how a diagnosis might impact on people's insurance and driving licences.

We produce Life's Still Sweet, a magazine for the 35,000 customers who have tested positive for diabetes within our pharmacies.

This contains lots of information, including diet and lifestyle advice, recipes and an ask-the-expert column - all of which Diabetes UK helps us with. We always recommend the charity as an information source, and mention its careline and website in our literature.

From my perspective as a marketer, Diabetes UK adds credibility to the service. It reassures consumers to see that the service we advertise was developed in association with a charity. It gives the service a seal of approval.

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