Developing Social Marketing Strategies for Young Adults with Diabetes using PhotoVoice

Young adults with diabetes face enormous challenges in coping with the demands of management. As a result young adults are at risk for depression, poor health outcomes and well-being.

The goal of this formative research study is to identity the challenges and coping mechanisms of diabetes for social marketing and intervention development. PhotoVoice methodology, which utilizes photography and narrative, was used with 30 young adults ages 18-30 living with Type 1 diabetes. Participants were asked to describe what it is like to live with diabetes and how diabetes has impacted their lives. Photos and transcribed narratives were analyzed using a grounded theory approach with qualitative software. Photos and transcriptions were coded and sorted according to categories to identify themes.

The results highlight the emotional and psycho-social burdens of managing diabetes and the coping strategies young adults employ. The effects of diabetes on the lives of participants were primarily not described in physical terms, but in psycho-social context. In fact, the emotional struggles were describes as more challenging that physical challenges of managing diabetes. The themes most relevant to participants included social connections for support, personal strength gained by overcoming struggles, and the transformative experience that can lead to greater social connections and renewed life purpose through career choice and advocacy.

The results will inform the creation of a social marketing campaign and diabetes education programs targeting young adults with diabetes through the Students with Diabetes organization.