1. Media Prize 2010 November 2009 Information for Novo Nordisk Media Prize 2010 participants

2. Media Prize 2010Slide no 2November 2009 Why a Novo Nordisk Media Prize? The diabetes prevalence urges a need to provide the public with information on diabetes and its prevention and management As a world leader in diabetes care, Novo Nordisk is committed to increasing the level of awareness of diabetes worldwide The media plays a significant role in informing the public about the disease Novo Nordisk has founded the Novo Nordisk Media Prize to change diabetes with communication The Media Prize initiative is endorsed by IDF

3. Media Prize 2010Slide no 3November 2009 Win 2,000 Euro for diabetes charity Novo Nordisk honours the winning journalists of the international Novo Nordisk Media Prize 2010 contest with a 2,000 euros prize in the following categories: best TV feature best print article best online article It is mandatory for the winners to donate the money prize to a diabetes charity

4. Media Prize 2010Slide no 4November 2009 Entries in all three categories must: Be about diabetes (treatment, health issues etc) Be published or broadcasted in lay press Be published or broadcasted between 1 May 2009 and 30 April 2010 Communicate about diabetes in an interesting, appealing, unique and factually correct way The articles or TV feature can not consist of a series unless they have been published on the same day IMPORTANT! The contest entries must not be sponsored by Novo Nordisk

5. Media Prize 2010Slide no 5November 2009 Online criteria The online article must be published on a local website (web newspaper/magazine) The length of the online article should be a minimum of 350 words The online article must have a click-through rate of at least 1,500 hits per month

6. Media Prize 2010Slide no 6November 2009 TV feature criteria The duration of the TV feature must not exceed 45 minutes and must have English subtitles when submitted to the international contest – otherwise it will be disqualified

7. Media Prize 2010Slide no 7November 2009 Definition of lay media All entries must have been printed or broadcasted in one of the following media targeting the broad public: National or local TV-station National or local newspaper National or local magazine (could be a health magazine or a woman’s magazine) Online newspaper or magazine Lay media is NOT: Medical journals, only read by experts If entries are not from lay media they will be disqualified

8. Media Prize 2010Slide no 8November 2009 Timing Participating print and online articles as well as TV features must be published or broadcasted between 1 May 2009 and 30 April 2010 The national winners must be announced no later than 20 May 2010 The three international winners are selected in June/July 2010 The three international winners will be announced at a ceremony prior to the EASD 2010

9. Media Prize 2010Slide no 9November 2009 The Novo Nordisk Media Prize contest structure Run by Novo Nordisk affiliates Winners of the national contests are automatically qualified to enter the international contest National contest Run by the Global Stakeholder Engagement in Novo Nordisk HQ The award ceremony takes place prior to the EASD 2010 International contest In both contests the winners are selected by independent panels of judges

10. Media Prize 2010Slide no 10November 2009 Panels of judges There are two panels of judges: The international panel of judges Professor Simon Heller, Professor of Clinical Diabetes, UK; Jette Sachs, journalist, Denmark; Michele Bietry, journalist, France; Nora Bär, journalist, Argentina GSE is in dialogue with IDF concerning a possible strengthening of their involvement in the Novo Nordisk Media Prize The national panel of judges Should be chosen by the affiliate Must consist of four jury members (one nurse or doctor + two journalists/editors and one representative from a national diabetes organisation) The international panel of judges

11. Media Prize 2010Slide no 11November 2009 How to participate Don’t miss the deadline for joining the Novo Nordisk Media Prize 2010 To take part in the contest please fill in the registration form and forward it together with a copy of the participating print article, online article or TV feature to the contact person mentioned on the registration form

12. Media Prize 2010Slide no 12November 2009 Novo Nordisk Media Prize 2009 winners Best TV feature The prize for the best TV feature went to the French journalist Brigitte-Fanny Cohen's 'Prevent Diabetes with Sport' broadcasted in Télématin, France 2. The TV feature reports the results of a WHO study done over 20 years and involving people with pre-diabetes. The survey shows that lifestyle changes such as regular physical activity and healthy eating can delay diabetes for several years for people who are at risk of getting diabetes. Best print article The prize for the best print article went to the Italian journalist Mario Papagallo's 'The Diabetes Emergency', published in the Corriere della Sera, the biggest newspaper in Italy with a readership of 2,906,000 people. The article provides an overview of the diabetes situation in Italy and worldwide, advocating for the urgent need for education of the general public in terms of diabetes prevention. Best online article The prize for the best online article went to the British journalist Dr Thomas Stuttaford's 'Diabetes causes more amputations than landmines', published on The Times Online with a readership of 780,000. The article highlights the importance of raising awareness of the lifestyle changes needed to prevent diabetes and the need for prompt diagnosis and treatment in order to reduce the number of amputations.

13. Media Prize 2010Slide no 13November 2009 About Novo Nordisk Novo Nordisk is a healthcare company and a world leader in diabetes care. The company has one of the broadest diabetes product portfolios in the industry, including some of the most advanced products within the area of insulin delivery systems. Novo Nordisk has a leading position within other areas such as haemostasis management, growth hormone therapy and hormone replacement therapy. Novo Nordisk manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. With headquarters in Denmark, Novo Nordisk employs approximately 29,000 employees in 80 countries, and markets its products in 179 countries. For more information please visit novonordisk.com

14. Media Prize 2010Slide no 14November 2009 INSERT SHADED VERSION OF ‘LOGO’ here Novo Nordisk Media Prize 2009 Vienna, Austria