|A still shot of Fatone from the "IN SINK" video--Courtesy of Colgate|
Joey Fatone knows a thing or two about Type 2 diabetes. Best known for his run in '90s boy band *NSYNC, the performer has a father with the disease, and he's already led awareness efforts. Now toothpaste maker Colgate ($CL) is signing onto Fatone's star power, selecting the celeb to spearhead an education campaign with the American Diabetes Association.
The campaign, called "#30DaysofLOL," uses humor to shed light on the link between oral health and diabetes. The effort will include social media posts, apps and videos, including one dubbed "IN SINK," which features Fatone.
The spot begins with a pajama-clad man brushing his teeth in the bathroom. Fatone poofs into the scene like a genie, not to grant a wish, but to talk about oral care and diabetes.
"People with diabetes are at twice the risk of getting serious gum disease, so that's why they have to be protecting their gums," Fatone says in the ad. "My dad has diabetes, so I should know."
Colgate will also work with the digital diabetes company mySugr on the campaign, launching a "Monster Selfie" app that encourages diabetes patients to capture funny moments on camera and share them with friends on social media.
"Not many people with diabetes know about the increased risks of developing gum disease or how oral health can affect overall health," Dr. Foti Panagakos, Colgate's global director of scientific affairs and research, said in a statement. "'30 Days of Laughter' will help bring awareness and prevention to this community with a bit of healthy laughter along the way."
Fatone is not the only teen-idol celeb lending a voice to diabetes awareness efforts. Back in June, Nick Jonas of Jonas Brothers fame teamed up with Dexcom ($DXCM) to share his story about living with Type 1 diabetes as part of the company's educational campaign. Jonas was diagnosed with the disease at age 13 while out on tour with his brothers, and uses Dexcom's G4 device to manage his condition.
"As someone who is truly benefiting from CGM, Nick's support in raising further awareness … will augment our ongoing efforts to educate people about how they can best manage their diabetes. We believe Nick's story will help inspire those who struggle with this disease on a daily basis," Dexcom's CEO Kevin Sayer said at the time.
- here's more on the campaign