Title	TALK ABOUT HYPOS
Brand	NOVO NORDISK
Product/Service	DISEASE AWARENESS
Category	E03. Disease Awareness & Understanding
Entrant	MENSCH Copenhagen, DENMARK
Idea Creation	MENSCH Copenhagen, DENMARK
Media Placement	MENSCH Copenhagen, DENMARK
PR	MENSCH Copenhagen, DENMARK
Production	MENSCH Copenhagen, DENMARK

Name	Company	Position
Rune Hørslev-Petersen	Mensch	Client Service Director
Frederik Preisler	Mensch	Chief Creative Officer
Flemming Boutrup	Mensch	Copy writer
Lene Jepsen	Mensch	Project Manager
Jakob Graves	Mensch	DTP
Simone Refn	Mensch	Project Co-ordinator
Isabella Sofie Nielsen	Verizon	Project Manager
Anna Taussi	Ryot Studio	PR & Content dsitribution manager

Why is this work relevant for Creative Data?

With the Talk About Hypos campaign we combined a scientific study with a filmed experiment. We reused the questions from the study in the experiment to combine the large global quantitative data set with the films showing the people behind the numbers. While the study documented that 76 % of family members worry about hypoglycemia, the filmed experiment showed what it feels like to worry and how much it helps to Talk About Hypos. This was how we made creative use of the data from the study in an emotional experiment that caught the attention of the world.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

This was a global campaign under heavy country specific regulations. Hypoglycemia is a side effect of insulin treatment. But some insulin products have a lower risk of hypoglycemia than others, so our purpose was to create awareness and educate about hypos as a side effect.

Describe the target audience and why your work is relevant to them.

Hoping to create awareness and to start a conversation about hypoglycemia, the campaign targeted both HCPs, patients and their families. The ambition was to change the general perception of 'hypos' among HCPs, while encouraging patients to talk to their families and HCP about their hypos.

Background

The campaign is based on a vision of expanding the knowledge and perception of hypoglycemia (low blood sugar) through an initiative that includes both cinematic experiments, online tools and scientific study. Insulin helps millions of people stabilize their blood sugar levels. However, insulin treatments can also cause low blood sugar, also known as hypoglycemia. Hypoglycemia can lead to neurological damage*, nonsocial behavior** and, in the worst cases, death***. As the world’s leading insulin manufacturer, Novo Nordisk is committed to create awareness about the occurrence of hypoglycemia and its consequences, and what people with diabetes can do to avoid hypoglycemia. In order to do so, we had to help people with diabetes and their families open up to each other and talk about hypoglycemia.

Describe the Creative idea / data solution (20% of vote)

There are many studies of hypoglycemia and how it affects the lives of people with diabetes. But we wanted to find out whether hypoglycemia also affects the relatives of the person with diabetes. And if hypoglycemia affects the families. Was it possible that the families could play a crucial part in relieving the burden? To uncover this we made a scientific study along with a filmed experiment to get a better understanding of the people behind the numbers. We reused some of the questions from the study in the experiment to show that the 76 % of family members who worry about hypos are actually thousands of real people. The big idea was to have a removable wall in the interview room, so we could unite people with hypos and their families after the interview, and document that talking about hypos helps.

Describe the data driven strategy (30% of vote)

THE STUDY The scientific study was based on statements from 4.300 family members of people with diabetes from the US, Japan, UK, Germany, France, Italy, Canada, Spain and Denmark. The study was done in cooperation with professor, doctor and research scientist in diabetes Dr. Stewart B. Harris and the data collection was done by Ipsos through an online questionaire. THE EXPERIMENT On top of the study, we conducted an experiment where we interviewed people with diabetes and their families in adjacent rooms separated by a removable wall. In the end we showed them each other’s answers to demonstrate the discrepancies in their respective perceptions of the problem, their general understanding of hypoglycemia and how it affects their lives. The families participating in the experiment were not informed or prepared in any way ahead of the experiment and the interviews were filmed without a film crew present.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

The initiative mobilised both HCPs, patient organisations, people with diabetes and their family members. The study was peer reviewed and published in the scientific journal Diabetes Therapy to create a scientific backbone for the campaign and change the perception of specialists. The film and the findings of the study were launched at the World’s largest diabetes congress EASD. Patient organisations from around the world wrote about the study in their own channels and shared the film on their websites and SoMe pages. Not only did the initiative shed light on an important side effect of insulin treatment. It also helped start conversations among patients and their families that could ultimately help solve the problems that come with hypoglycemia.

List the data driven results (20% of vote)

Within two weeks, more than 200 news stories were published in both medical and lay media reaching a total online readership of 185 million people. The film went viral within the first two weeks with more than 30 million views** and 40.000 shares** on social media. The film had an average view time of 38 seconds which is 4 times the average view time on social media. The engagement rate of the films was at 1,01 % and they yielded 90.588 reactions. 99,8 % of these were positive**. The campaign showed that hypoglycemia significantly affects the family members of people with diabetes and that simply talking about it can help. But more importantly, the campaign helped to start a conversation between people with diabetes and their families. As a result, conversations about hypoglycemia on social media grew with 186 %* during the campaign.