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Finalist

The World Awake

by Red Consultancy Health for Novo Nordisk


Summary of work

My experience is a frustrating one. It cuts down on my sleep time dramatically and I am constantly waking up, so am never rested.” Rafael Mendoza, Mexico

Sleepy, tired, dull, irritable and unable to work the next day. This is the impact a nocturnal hypoglycaemic event or ‘night-time hypo’ can have on a person living with diabetes and his or her spouse or family.

Yet, despite nocturnal hypoglycaemic events affecting up to 50% of those with type 1 and a third of those with type 2 diabetes, often several times a month, they remain under-reported and many go unrecognised. So ‘The World Awake’ became the theme for a global education campaign for Novo Nordisk, to raise awareness among healthcare professionals about the impact of nocturnal hypoglycaemia on their patients’ lives.

This emotive and impactful campaign was inspired by global research findings from people with diabetes on the impact of self-treated nocturnal hypoglycaemic events and the worry that they cause. World Diabetes Day 2013 provided a relevant backdrop to launch powerful HCP and media education in a global drive to encourage more proactive conversations with diabetes patients not only about these night-time events but also optimum management and treatment.


Judges comments

A well-executed and appropriately delivered campaign with impressive patient engagement. Not surprising as the patient is clearly at the heart of everything throughout. We liked the use of the tagline in relation to the effect the condition has on patients - very clever.


Winner

Wheals of Despair - by 90TEN Healthcare and ICG for Novartis Pharmaceuticals UK Ltd


Finalists

Gout Nation 2014 - by Edelman for Arthritis Care

State of the Nations – Mapping the impact and burden of lung cancer in the devolved nations - by MHP Communications with Lynsey Conway Communications for United Kingdom Lung Cancer Coalition

Keeping alcohol misuse on the local health agenda - by Munro & Forster for Lundbeck

The World Awake - by Red Consultancy Health for Novo Nordisk


Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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