India, 28th October 2026: Monitoring blood sugar, taking medication and making lifestyle changes are familiar parts of managing diabetes. But the impact of diabetes on the kidneys is lesser known, and it deserves attention too. With its latest awareness initiative, Bayer’s ‘Diabetes Grab-A-Thon Film’ brings focus to Urine Albumin-to-Creatinine Ratio (UACR) testing, an important part of assessing kidney health in people living with diabetes.
YouTube Link to the film: https://youtu.be/5awkuLepE_U
Inspired by the excitement of a game show, the campaign brings participants into a room filled with gift boxes representing familiar diabetes-management habits and health tests. As participants pick the boxes they relate to, one remains untouched: the box marked ‘UACR’. This simple moment highlights a gap in awareness and brings the campaign’s central message to life: an important piece of diabetes care can go unnoticed even when other aspects are well understood.
UACR is a urine test that measures the ratio of albumin, (a protein), to creatinine in urine. Elevated levels of albumin >30mg/gm can indicate kidney damage and is an early marker of Chronic kidney disease. Since diabetes can affect kidney function even before noticeable symptoms appear, assessing kidney health is an important consideration in diabetes management. UACR testing can help healthcare professionals identify early signs of kidney damage and determine appropriate next steps.
Speaking about the campaign, Shweta Rai, Managing Director – India and Country Division Head – South Asia, Bayer’s Pharmaceuticals Division, said: “Important health conversations don’t always have to begin with complex medical information. With the Diabetes Grab-A-Thon, we have used a familiar, engaging format to draw attention to a health test that may otherwise be overlooked. Our aim is to make UACR more widely understood and encourage people living with diabetes to speak with their doctors about their kidney health.”
Through a larger movement built around UACR as the test that completes the diabetes puzzle, Bayer hopes to encourage people living with diabetes to look beyond blood sugar monitoring and ask their healthcare professionals about appropriate kidney health assessments, including UACR testing.
Links:
- Youtube – https://youtu.be/5awkuLepE_U
- Instagram – https://www.instagram.com/p/De9WZg7DORb/?hl=en
- Facebook – https://www.facebook.com/share/v/19fVMiixjt/
About Bayer: Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. In line with its mission, “Health for all, Hunger for none,” the company’s products and services are designed to support efforts to master major challenges presented by a growing and aging global population and create value through innovation and growth. The Bayer brand stands for trust, reliability and quality throughout the world. In fiscal 2025, the Group employed around 88,000 people and had sales of 45.6 billion euros. R&D expenses amounted to 5.8 billion euros.
