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The ABPI Award for Excellence in Corporate Social Responsibility

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Team Novo Nordisk Launch

by Novo Nordisk with support from Pegasus

Summary of work

In December 2012 Novo Nordisk, the global leader in diabetes, announced a unique partnership to form Team Novo Nordisk, a sports team of people with diabetes, spearheaded by the world’s first all-diabetes professional cycling team. Team Novo Nordisk formed part of the Changing Diabetes® programme, the Novo Nordisk global corporate commitment to improve conditions for people living with diabetes today and those at risk of developing diabetes tomorrow.

The agency was tasked with creating a comprehensive programme to announce the partnership to internal and external stakeholders. An insight-driven, strategic campaign delivered high-impact results with an innovative and engaging internal launch and extensive global external communication outreach, and exceeded objectives and targets.

Judges comments

A clearly-written entry with strong metrics, this initiative was specific but widely engaging. The considered effort and investment in planning and marketing resulted in massive coverage.


Depaul Meaningful Activities - by AstraZeneca Depaul with support from Hive Health

Highly commended

Sanofi Inspires - by Sanofi


Team Novo Nordisk Launch - by Novo Nordisk with support from Pegasus

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021