Diabetes is a global health issue. Physical activity is beneficial for everyone with diabetes but only ¼ people with diabetes do regular exercise.

Novo Nordisk created Team Novo Nordisk, a global all-diabetes sports team, spearheaded by the world’s first all-diabetes professional cycling team, to inspire, educate and empower everyone affected by diabetes.

The unique story of the team provides opportunities for positive engagement with all Novo Nordisk stakeholders. A communications strategy/framework was developed to motivate and equip Novo Nordisk local offices (affiliates) to enable them to maximise the team. Three overarching strategic approaches were taken to create local campaigns – riders: leveraging the inspirational stories of the team, races: maximising opportunities at key races, and milestones: using existing diabetes milestones such as awareness days/conferences.

The team’s inspirational message reached millions around the world, motivating people to manage their condition better and changing attitudes about what may be achieved with diabetes.

Centrally-led campaign and toolkit materials were developed around the team’s mission to inspire, educate and empower everyone affected by diabetes, to leverage inspirational stories of the team and individual riders, maximise opportunities at key races and support engagement around diabetes milestones.

All materials, including ideas documents and logistical checklists, were made available to affiliates via a central portal, supported with direct communications to each country lead. Affiliates developed local plans with support from the global team. Toolkits included a comprehensive media pack, branded marketing collateral and much, much more.

Results/feedback was captured following each affiliate event, used to adjust tactical approach if required and harness new opportunities. An end-of-year case study booklet was developed to share best practice among affiliates, who were also surveyed on the effectiveness of campaign. A high-impact end-of-year video was also created to ensure continued engagement and excitement internally.

This is an ongoing programme.

A monthly dashboard and tracker were developed to track KPIs and show progress against objectives. Key results, by the 3 communications objectives, include:

INSPIRE people to think positively about what may be achieved with diabetes:

25 affiliates conduct activity at 22 races

40+ internal events – 1,000s employees engaged

14 speaker events, including presentations to members of the diabetes community

1,800+ items of coverage mentioning Team Novo Nordisk and diabetes

- 100% positive in tone

- 99% carrying at least one message

EDUCATE people in the area of exercise and sport:

90 questions received for team medic in Facebook Q&A activity

5,000+ educational video views

Also took the opportunity to engage 4,800+ healthcare professionals at medical congresses

EMPOWER people to take steps to improve their own diabetes:

1m+ Facebook fans

26,000+ fans ‘talking about’ the team

Majority of fans represent target audience (people with diabetes and those close to them)