Sleepy, tired, dull, irritable and unable to work the next day. This is the impact a nocturnal hypoglycaemic event or ‘night-time hypo’ can have on a person living with diabetes and his or her spouse or family.
Yet, despite nocturnal hypoglycaemic events affecting up to 50% of those with type 1 and a third of those with type 2 diabetes, often several times a month, they remain under-reported and many go unrecognised. So ‘The World Awake’ became the theme for a global education campaign for Novo Nordisk, to raise awareness among healthcare professionals about the impact of nocturnal hypoglycaemia on their patients’ lives.
This emotive and impactful campaign was inspired by global research findings from people with diabetes on the impact of self-treated nocturnal hypoglycaemic events and the worry that they cause. World Diabetes Day 2013 provided a relevant backdrop to launch powerful HCP and media education in a global drive to encourage more proactive conversations with diabetes patients not only about these night-time events but also optimum management and treatment.
A well-executed and appropriately delivered campaign with impressive patient engagement. Not surprising as the patient is clearly at the heart of everything throughout. We liked the use of the tagline in relation to the effect the condition has on patients - very clever.