MTG Sweden becomes media partner for Swedish Diabetes Association

April 28 2017

Did you know that almost half a million people in Sweden today live with diabetes? By partnering with the Swedish Diabetes Association, MTG aims to boost engagement – and reduce misunderstandings – around this unforgiving illness.

MTG will donate airtime to the Swedish Diabetes Association (Swedish: Diabetesförbundet) on our broadcast TV and radio channels in Sweden, as well as on our free online streaming service Viafree. In addition, MTG will produce diabetes-related programming and broadcast an annual gala to raise funds for diabetes research.

Here’s Anders Jensen, EVP, Chairman of the Nordic Entertainment Management Board & CEO of MTG Sweden, launching the initiative at the Diabetes Forum in Stockholm:

Diabetesförbundet

Anders explains: “Diabetes affects so many people in Sweden and around the world. Through our platforms, MTG can help spread knowledge and understanding – as the father of a son with Type 1 diabetes, I feel very strongly about this issue and welcome the opportunity to make a positive difference.”

The Swedish Diabetes Association works to increase public understanding of diabetes, to shape policy and to support research. The organization also operates local support networks for people (and their families) affected by diabetes.

Three diabetes myths:

  • Diabetes is always the result of a poor diet. The cause of Type 1 diabetes is still unknown, while lifestyle factors are not the only cause of Type 2 diabetes.
  • Diabetes is not a serious condition. Diabetes causes more deaths a year than breast cancer and AIDS combined (source: American Diabetes Association).
  • There’s no cure. It’s true today, but research supported by organizations such as the Swedish Diabetes Foundation can change this…

Learn more about the Swedish Diabetes Foundation – and how you can support their work – here (in Swedish).

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MTG (Modern Times Group MTG AB (publ.)) is a leading international digital entertainment group and we are shaping the future of entertainment by connecting consumers with the content that they love in as many ways as possible. Our brands span TV, radio and next generation entertainment experiences in esports, digital video networks and online gaming. Born in Sweden, our shares are listed on Nasdaq Stockholm (‘MTGA’ and ‘MTGB’).

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