Award on horizon for diabetes film fronted by actor Brian Cox

Charity nominated as feature highlights threat to eyesight

A charity campaign featuring Dundeeborn actor Brian Cox has been nominated for an award.

Diabetes Scotland and RNIB Scotland have been nominated in the Scottish Charity Awards for highlighting the diabetes threat to people’s eyesight.

The centrepiece of the campaign was a 90-second film called ‘How Do You See Scotland?’ and was narrated by Cox, who is himself diabetic.

The film opens with aerial images of Scottish scenery that gradually becomes obscured by dark blotches, mimicking the effects of diabetic retinopathy.

In his narration, Cox stresses that attending regular eye-screening appointments is vital to help prevent sight loss in people with diabetes.

Diabetic retinopathy, which affects the blood vessels in the eyes, is the leading cause of visual impairment among working age adults in the country.

The film was shown in 76 Scottish cinemas during National Eye Health Week last September. An estimated 2.4 million people saw it on cinema screens, social media and the charities’ websites.

Claire Flemming, Diabetes Scotland communications manager, said: “We raised awareness of this serious, often symptomless, condition and how permanent sight loss can be prevented through screening.

“Health messages can sometimes struggle to capture attention. Our film sought to subvert the familiar tourism advert,catchingaudienceexpectationsoff guard when the scenery becomes blotchy, before asking ‘how do you see Scotland?’.

“We were very lucky to have the wonderful Brian Cox as narrator, who is a long-time supporter of Diabetes Scotland.”

Ian Brown, of RNIB Scotland, said: “Screening for diabetic retinopathy is a major priority in saving people’s sight in Scotland.”

The award winners will be announced in June and voting is open to the public, which can be made via the Good HQ website. Voting closes on May 18.

Dundee-born actor Brian Cox narrated the diabetes film.