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
|
Credits
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 |
Sussan Treshow |
Treshow |
Producer |
Stevan Treshow |
Treshow |
Director |
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.
Hypoglycaemia is a side effect of insulin treatment but some insulin products have a lower risk of hypoglycaemia than others. The purpose of the campaign was to create awareness and educate about the side effect.
Describe the target audience and why your work is relevant to them.
Hoping to create awareness and to start a conversation about hypoglycaemia, 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.
Write a short summary of what happens in the film
The film is demonstration of a scientific experiment based on a peer reviewed study published in Diabetes Therapy.
In the experiment 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.
After having seen each other’s answers we removed the wall between the people with diabetes and their family members. Their reactions were overwhelming.
The experiment demonstrated how starting a conversation can help relieve the burden of living with hypoglycemia.