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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.


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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

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243