2745-LB: Harnessing Social Media Strategies to Help Make Remission of Type 2 Diabetes Possible

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Introduction and Objective: People living with type 2 diabetes (T2D) are often unaware that remission is achievable, contributing to a persistent knowledge-to-action gap. Effective knowledge mobilization (KM) strategies are needed to increase awareness and connect individuals to credible remission-focused services. This project aimed to develop, implement, and evaluate national digital KM campaigns to increase awareness of T2D remission and facilitate pathways to evidence-based, physician-led programs. Methods: We conducted a Canada-wide T2D remission KM initiative consisting of: (1) development of a bilingual public website (Type2Remission.ca) featuring educational resources and links to three physician-led programs; (2) creation of storytelling video assets from people with lived experience; 3) Facebook social media advertisements; and (4) evaluation of campaign performance using standard digital metrics (i.e. impressions, reach, cost-per-click, website traffic), and downstream engagement indicators such as inquiries and referrals to physician-led programs. Results: Four story-telling testimonial videos were produced (three English, one French). In conjunction with World Diabetes Day on November 14, 2025, our first national campaign reached >300,000 individuals, generated ~50,000 impressions, and drove ~12,500 website visits at $0.30 per click. Partner programs reported increased engagement, including a 45% rise in website traffic, 20 expressions of interest, and four direct sign-ups. Conclusion: This initiative delivered accessible, bilingual remission messaging at a national scale, demonstrating strong reach, cost-effectiveness, and meaningful engagement with evidence-based services. These findings support the optimization of digital dissemination strategies to reduce knowledge-to-action gaps and expand equitable access to T2D remission resources across Canada and internationally. Disclosure B. Oliveira: None. A. Marcotte-Chénard: None. J. Little: None. Funding CIHR (523363)

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