Novo Nordisk launches new US insulin campaign

Novo Nordisk has launched a campaign featuring IndyCar Series driver Charlie Kimball.

Agencies supporting the campaign include Tip Nunn, Chip Ganassi Racing and New York-based Marina Maher Communications, whose client case studies include Merck & Co and Pfizer. 

Diagnosed with diabetes during a routine visit to a GP while racing in Europe in 2007, Kimball is the first licensed driver with diabetes to race at the highest level of the series.

The campaign features a website www.RaceWithinsulin.com hosting a competition inviting entrants to build a 'pit crew' by enrolling two friends by email and be in with a chance of winning a VIP trip to the 2013 IndyCar finale and a Twitter feed. Campaign information booths will also be displayed at US racing venues.

A keen advocate of the notion that good management of diabetes is a team effort, Kimball says that it was working as a team that enables him to stay healthy on the track.

Kimball, who has a continuous blood sugar monitor said: ”It takes an entire crew to help me manage both my car and my diabetes, so we can compete at the highest levels”. “This programme is a great way for people to show support, especially for friends and family affected by diabetes, and encourage them to share my story.”