Islamabad: A series of billboards displayed along Jinnah Avenue in Islamabad have sparked surprise and criticism for their controversial slogan “Enjoy Diabetes,” designed in the style of Coca-Cola’s famous “Enjoy Coke” branding.
The banners, reportedly installed by the Umar Diabetes Foundation ahead of World Diabetes Day 2025, mimic the soft drink’s red-and-white logo, a choice that left many passersby stunned and confused.
Motorists were seen stopping to photograph the signs, sharing them widely on social media with disbelief and sarcastic comments about the campaign’s tone.
While the intention behind the design appears to be to draw attention to diabetes awareness, the slogan has been criticized for being misleading and insensitive. Instead of warning against unhealthy eating habits and sugary drinks, the phrase “Enjoy Diabetes” reads as if it’s promoting the disease.
Health experts say such messages, even if unintentional, risk trivializing a serious public health crisis. Pakistan currently has over 36 million people living with diabetes, mostly Type 2, making it one of the world’s highest-burden countries.
According to the International Diabetes Federation (IDF), regular physical activity, a balanced diet, and avoiding sugary drinks and ultra-processed foods are key to preventing diabetes and maintaining healthy blood sugar levels.
Public health advocates argue that campaigns should communicate these preventive messages clearly rather than relying on confusing wordplay.
Observers say the billboard’s Coca-Cola-inspired design might have been meant as satire, linking sugar consumption to rising diabetes rates. However, the absence of any explanatory tagline or warning leaves it open to misinterpretation.
Several citizens have called on the organizers to replace the banners with clearer messaging aligned with the global theme of World Diabetes Day, which this year focuses on education and access to care.
Public health communication experts emphasize that awareness campaigns should use language that motivates action and empathy, not irony or shock value. “Enjoy Diabetes,” they say, may have gone viral, but for all the wrong reasons.
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