Finalist
‘Getting Straight to the Point’ at the World Diabetes Congress 2013
Summary of work
With diabetes rates on the rise worldwide, helping people to manage their type 2 diabetes (T2D) effectively is a vital and complex necessity. Common misconceptions and misunderstandings surrounding the failure to manage T2D are often directed at patients who are perceived as ‘negligent’ and ‘unmotivated’ about their health. Novo Nordisk however believes the issue is far more complex and feels these assumptions must be challenged if we seek to inspire change.
It thus turned to the power of theatre and in collaboration with their communication agency Biosector2 developed a unique symposium which was the first, and only, theatrical production at the World Diabetes Congress (WDC) 2013. Using professional actors ‘Getting Straight to the Point’ exposed the communication-based barriers that impede patients and HCPs in the everyday management of T2D.
Over 400 delegates attended the symposium and the associated Call-to-Action was included in a data release published across 222 outlets worldwide reaching a potential 75 million people. The unique and carefully crafted format inspired delegates to reassess their understanding of the issues surrounding T2D management and the play is now set to be replicated around the globe throughout 2014 and 2015, ensuring a continuous and enduring legacy.
Judges’ comments
Using expert input and good research upfront to develop a script, and a lot of thought and effort was then put in to drive attendance to the play at conferences. This is an excellent, innovative approach to engage HCPs in a situation where a breakdown in communication was the cause of low adherence.
