Throughout May, 26 of the country's leading identities will tell Australians that the answer to diabetes 'is jelly babies'.

High-profile personalities including Mark Latham, John Laws, Harry Kewell, Andrew Denton, Larry Emdur, Eddie McGuire, Johanna Griggs, Glen McGrath, Don Bourke, Derryn Hinch and Adam Elliott all appear in the Juvenile Diabetes Research Foundation's new advertising campaign for Jelly Baby Month, an $800,000 fund raising initiative held annually during May.

The group of celebrities appearing in the advertisements also includes Troy Ellis, Sophie Monk, Jo Bailey, Nicki Buckley, John Ratzenberger, Neil Mitchell, Jim Wilson, Gary Lyon and Tom Flood.

All gave their time freely for this important children's charity which is dedicated to finding a cure for type 1 (also known as juvenile) diabetes.

The series of 60 and 30 second advertisements were conceived and created by Melbourne-based advertising agency DNA Agency Network, led by principals John Poulakakis and Michael Newman.

CEO of the Juvenile Diabetes Research Foundation, Sheila Royles, said that DNA Agency Network is the boldest agency she has ever worked with.

"DNA came up with a brilliant and ambitious idea which looked impossible to mere mortals like me! But in just three weeks they created an outstanding advertising campaign, which involved hundreds of people. They are truly amazing," said Ms Royles.

The celebrities are featured in a variety of environments, saying "the answer is jelly babies". Jelly babies are often eaten by people with type 1 diabetes as a quick source of sugar when their blood sugar level falls critically low. The sweet snack prevents them from falling into a life-threatening coma. The annual sale of jelly baby products raises around $800,000 for diabetes research.

"The celebrities featuring in the advertisements reinforce an important message - that jelly babies can save lives, and they do it in a humorous and entertaining way," said Ms Royles. "We anticipate awareness of our fundraising campaign to skyrocket with these extraordinary and effective ads."

The advertisements will appear on metropolitan TV stations and theatre screens nationally during May.

"JDRF would also like to acknowledge the contribution made by Harold Mitchell at Mitchell & Partners who has supported the campaign for a number of years and has been instrumental in its growth," said Ms Royles.

DNA Creative Director, Michael Newman, credited the inspired work of the film company, Film Graphics and the post production experts at Frame Set & Match in Sydney "who gave such a simple idea a great 'big' look and style - even though they had to match footage shot everywhere from LA to Liverpool to Perth to Wollongong.

"We got everyone looking and feeling natural - a brilliant job with true international production standards, all from a few words written on a napkin."

Appearing in the series of advertisements created by DNA are:

The Juvenile Diabetes Research Foundation, the leading charitable funder and advocate of juvenile (type 1) diabetes research worldwide, was founded in 1970 by the parents of children with juvenile diabetes - a disease which strikes children suddenly, makes them insulin-dependent for life and carries the constant threat of devastating health complications. JDRF sells jelly babies and jelly baby merchandise during May through retail centres including Woolworths, Safeway Supermarkets, Amcal Pharmacies and Medibank Private, to raise money for Australian diabetes research.

For further information:

Karolyn Andrews, Media & PR Manager, JDRF
Ph. 02 9966 0400 (x203) or 0403 787 077 | email: kandrews@jdrf.org.au