Researchers at the University of Chicago recently reported that we can expect the number of Americans living with diabetes to double in the next 25 years and costs to triple. Experts warn that without significant changes in public or private strategies at combating this growing problem, over 44 million Americans will be living with diabetes by 2034. To create urgency for people to change their sedentary lifestyles and to provide a counter message to the millions of media impressions that are currently run by pharmaceutical companies showing how easy it is to live with diabetes, Serve launched a viral video for parents to share nationwide. The hilarious and surprising PSA, has been viewed over 160,000 on YouTube and the number continues to grow. There is a companion website at www.diabetesisnopicnic.com.