Communication has the power to do more than inform – it can shape perceptions, influence behaviours, reduce stigma, and create environments where people feel supported to manage their health. Yet despite growing awareness of chronic diseases such as diabetes, stigma, misconceptions, and ineffective messaging continue to create barriers to care, engagement, and well-being.In this practical and engaging session, attendees will explore how strategic communication can move beyond awareness campaigns to drive meaningful change.

Drawing on real-world examples and lessons learned from Diabetes Canada, the presentation will examine how language, storytelling, and messaging influence public attitudes, patient experiences, workplace culture, and healthcare interactions.

Participants will gain insights into how thoughtful communication strategies can help reduce stigma, foster empathy, and strengthen engagement among patients, caregivers, healthcare providers, and the broader public. The session will also provide practical tools and frameworks for developing communications that inspire action, support behaviour change, and deliver measurable impact.

Key Session Takeaways Include:

• Understand the impact of language and storytelling on stigma, empathy, trust, and engagement in healthcare and chronic disease management
• Explore real-world case studies demonstrating how strategic communications can influence perceptions, improve patient experiences, and create more supportive environments for people living with diabetes and other chronic conditions
• Learn practical frameworks and tools for developing audience-centred messages that move beyond awareness to drive behaviour change and measurable outcomes
• Identify strategies to create more inclusive and person-centred communications that support health equity, reduce stigma, and strengthen public trust

Designed for:

• Healthcare communicators
• Public affairs professionals
• Patient engagement leaders
• Marketers

• Healthcare executives.