This case study combines qualitative and quantitative frame analysis methods on the issue of diabetes in Morelia, Mexico, for use in an effective health communications campaign. On-site interviews were conducted with local health professionals, journalists who cover the health beat, and people with diabetes and family to elicit stories, descriptions, and concerns that would be relevant in creating such a campaign. Content from in-depth interviews were categorized and analyzed as either a public health frame or socio-cultural schema. The categories were established in previous studies through content analysis of newspapers also concerning diabetes and Latinos (Rodgers & Thornson, 2001; Fieleke, 2007). The results reveal very pertinent issues surrounding diabetes in Mexico. Above all, the study highlights the need for more health education to encourage prevention, social responsibility, action by the passive, and to remedy erroneous cultural beliefs.