MAP1 strategi & kommunikation by Morten Agergaard

fans rather than customers strategi & kommunikation

Vi tror på, at en stærk position opnås ved at koncentrere hele virksomhedens kommunikation og markedsføring om dens unikke værdi. Og det er, hvad vi er gode til.

strategi & kommunikation

MYC4 MAP1-ejerne har gennem små 2 år arbejdet med MYC4 – et onlinemikrolåneinstitut med fokus på afrikanske entreprenører. Her har MAP1 skabt en overvældende mediedækning. Investorer – fonde og privatpersoner Virksomheder Privatpersoner Medier Institutionelle investorer Danida Politikere Velgørere Medarbejdere Afrikanske partnere Supply Chain

02.05.2008 05.12.2008

Benetton microlån kampagne Design Fabrica

CHANGE – the MYC4 Stakeholder Magazine Dr. Muhammad Yunus visits MYC4

STRATEGISKE SAMARBEJDER MED VIRKSOMHEDER 17.10.2008 26.11.2008 04.12.2008 27.01.2009

MYC4 Christmas gift for corporations MIDSPAR creates an MYC4 savings deposit Benetton endorses MYC4. The world-known Italian company United Colors of Benetton endorses MYC4. Benetton and the Benetton Group Communications Research Center, Fabrica http://www.fabrica.it Stadig aktuel på Fabricas forside MTN pledges USD 250,000 to support small businesses through MYC4

Strategi & PR / Design & Art direction © MAP1

TILTAG MÅLRETTET DE PRIVATE INVESTORER – ALMINDELIGE MENNESKER

Nyt website. Design MAP1

27.05.2008 02.09.2008 09.09.2008 09.09.2009

Redesign of MYC4.com MDG Review features MYC4. The MDG Review, a 110-pages magazine published in connection with the 2015 half-way review of the UN MDGs in New York during September, features MYC4. The magazine is printed in 14,000 copies and 300 are downloaded each week from www.mdg-review.com. http://www.myc4.com/About/PRESS/NEWS#23_10_2008 MYC4 backs new website to support transparency on loans in Africa MYC4 borrowers and investors on movie

Strategi & PR / Design & Art direction © MAP1

Jens Honoré fotograferer for MYC4 i Afrika.

STRATEGISKE SAMARBEJDER MED VIRKSOMHEDER 17.10.2008 MYC4 Christmas gift for corporations 26.11.2008 MIDSPAR creates an MYC4 savings deposit 04.12.2008 Benetton endorses MYC4. The world-known Italian company United Colors of Benetton endorses MYC4. Benetton and the Benetton Group Communications Research Center, Fabrica http://www.fabrica.it Stadig aktuel på Fabricas forside 27.01.2009 MTN pledges USD 250,000 to support small businesses through MYC4 MEDIEOMTALE

ACT NOW vandreudstilling. Første gang vist i Øksnehallen i København. Design © MAP1

30.06.2008 MYC4 on national news in Sweden 02.08.2008 There was a feature on MYC4 in the Danish national news TV-Avisen. The same day, there was a big article about MYC4 in the Danish newspaper Jyllands Posten 01.09.2008 RAW News on MYC4 work from photographer Jens Honoré 02.09.2008 MDG Review features MYC4. The MDG Review, a 110-pages magazine published in connection with the 2015 half-way review of the UN MDGs in New York during September, features MYC4. www.mdg-review.com http://www.myc4.com/About/PRESS/NEWS#23_10_2008

Strategi & PR / Design & Art direction © MAP1

MYC4 i The Times

10.09.2008 17.10.2008 18.11.2008 20.11.2008 24.04.2009 18.05.2009 25.05.2009 08.06.2009 15.06.2009 13.07.2009 29.07.2009

MYC4 on the news in Sweden MYC4 on Common web-TV MYC4 in Danish ”Aftenshowet” MYC4 in The Times MYC4 on Swedish television MYC4 featured on Dutch TV MYC4 in Danish radio MYC4 featured on DR2 MYC4 in Jyllands-Posten MYC4 featured in The East African MYC4 in German business magazine Brandeins

PROJEKT MED INSTITUTIONELLE INVESTORER 30.10.2009 01.04.2009

IFU and CSR Capital invest EUR 2.2 million in Africa via MYC4 MIF made bid of EUR 100,000 today on www.MYC4.com

VIRKSOMHEDER

”

17.10.2008 26.11.2008 04.12.2008 27.01.2009

Kronik

Man kan med fordel fjerne fokus fra bistand og i stedet koncentrere indsatsen om at øge væksten i Afrika gennem business. Det kræver dog, at danske virksomheder åbner øjnene for Afrikas forretningspotentiale.

Af Ulla Tørnæs og Mads Kjær, kultur@berlingske.dk SAMARBEJDE MED POLITIKERE

Co-founder, Mads Kjær modtager Venstres frihedspris

KAMPAGNER MÅLRETTET VELGØRERE

Jan Bonde Nielsen er vært ved velgørenhedsarrangement, til fordel for MYC4

Strategi & PR / Design & Art direction © MAP1

MEDARBEJDERPLEJE 14.10.2008

MYC4 employee featured in French-speaking magazine Jeune Afrique

AFRIKANSKE PARTNERE

Youssou N’Dour og Birima bliver Afrikanske partnere med MYC4

07.07.2008 26.09.2008 22.10.2008 10.02.2009

MYC4 in The Weekly Observer in Uganda. Danish journalist Camilla Victoria Marcinkowski has posted an article about MYC4 in the Ugandan newspaper The Weekly Observer. She talked to FED, which is one of our partners, an investor in Denmark as well as a woman in Uganda who has borrowed money via MYC4. Read the full story here. First Business from Senegal on the platform. MYC4 is thrilled to announce the start of our activities in Senegal with Birima, the microfinance institution recently established by internationally acclaimed musician and humanitarian Youssou N’Dour with the strong support of the clothing giant Benetton First MYC4 Partner Conference taking place in Kenya now MYC4 launches Advisory Board in Kenya

ANERKENDELSE GENNEM AWARDS 30.06.2008 16.09.2008 23.10.2008 07.11.2008 10.11.2008 15.11.2008 09.12.2008 14.01.2009 07.03.2009 24.03.2009 03.04.2009

MYC4 nominated for two African business awards MYC4 nominated as The New Media of the Year Jens Honoré wins prestigious contest with MYC4 photo Mads Kjær nominated as Denmark’s most inspiring entrepreneur Microsoft award for ”Powerfully Simple User Experience” Liberal Freedom Award to Mads Kjær and MYC4 Mads Kjær awarded Idealist of the Year MYC4 on InterAction’s Best Corporations Listing MYC4 film awarded at Danish Press Photo of the Year MYC4 in top 3-race for “E-handelsprisen” 2009 MYC4 wins “E-handelsprisen” as best financial e-commerce

INDDRAGELSE AF SUPPLY CHAIN

Toms og COOP er nye led i MYC4s supply chain

Strategi & PR / Design & Art direction © MAP1

NOVO NORDISK A/S Stifterne af MAP1, Alette Heinrich Pramming og Morten Agergaard, skabte i fællesskab en række aktiviteter, som tilsammen fik betegnelsen The Novo Nordisk Changing Diabetes Campaign. Medicinalbranchen har nogle af de skrappeste vilkår i kommunikationsverdenen, og de teknikker, der er taget i brug i denne kampagne, er bemærkelsesværdigt raffinerede og effektive.

GLOBAL DIABETES WALK YOUNG VOICES WORLD DIABETES FOUNDATION TAKE ACTION BRANDHOUSE NOVO NORDISK ANNUAL REPORT NOVO NORDISK MEDIA PRIZE PRINCIPAL VOICES

Strategi & PR / Design & Art direction © MAP1

Global Diabetes Walk Den 14. november er verdensdiabetesdag. Som et led i bestrĂŚbelserne pĂĽ at skabe opmĂŚrksomhed om diabetessagen arrangerer Novo Nordisk en walkathon, kaldet Global Diabetes Walk. Interessen er stadigt stigende, og med over 320.000 deltagere i fem verdensdele var 2010 den stĂ¸rste walk siden starten i 2004.

Et udsnit af det grafiske design, som hvert år giver identitet til The Global Diabetes Walk, hvor deltagerne går for at skabe opmærksomhed om diabetesproblematikkerne. Strategi & PR / Design & Art direction © MAP1

Young Voices En kampagne, som giver stemme til de yngste med diabetes. For at lære dem at kende og for at udvise empati. Kampagnen gav Novo Nordisk mulighed for at komme helt tæt på en gruppe af patienter. Kampagnen indbefatter en Young Voices-bus, der kører verden rundt og informerer om og screener for diabetes

13 unge mennesker fra fem verdensdele deler deres historier om at have diabetes i en bog og i et ungdomspanel. En bus kĂ¸rer verden rundt og screener og informerer om diabetes. Fotograf: Jesper Westley / Strategi & PR / Design & Art direction ÂŠ MAP1

World Diabetes Foundation Gennem en 10-års periode har MAP1 haft den store fornøjelse at arbejde tæt sammen med World Diabetes Foundation, en fond stiftet af Novo Nordisk med det formål at bedre vilkårene for mennesker med diabetes i udviklingslandene, opbygge kapacitet samt informere om diabetesrelaterede komplikationer og forebyggelse. MAP1 har med World Diabetes Foundations identitetsprogram gjort genkendelighed og kommunikationsparathed lettilgængelig for fonden. MAP1 har i et nyt oplæg redesignet kommunikationselementer som årsrapport og annoncering samt website.

World Diabetes Foundation blev stiftet i 2001 for at skabe bedre vilkĂĽr for udviklingslandenes indsats over for diabetes. Fonden blev initieret, da retssagen om patentrettigheder i Sydafrika stod i 1998. Strategi & PR / Design & Art direction ÂŠ MAP1

Diabetes er det de fleste kender som sukkersyge. Design / Art direction ÂŠ MAP1

Forkert og for meget føde kan øge risikoen for type 2-diabetes. Kort sagt: ”EAT LESS FAT”. Design / Art direction © MAP1

Grafer Virtuel klinik, http://www.worlddiabetesfoundation.org/wdfclinic/index.html Design / Art direction ÂŠ MAP1

Season’s Greetings, World Diabetes Foundations fokusområder – fødder, øjne, hjerte og blod – klippet i papir. Design / Art direction © MAP1

Re-design / Art direction ÂŠ MAP1

# 10

network

ANNUAL REVIEW 2011 PREVEN TING DIABETES / SUFERING SIDE EFFECTS / NATIONAL BURDENS / AMPUTATIONS

care

# 11

ISSUE

ANNUAL REVIEW 2011 CARE ISSUE #9

ISSUE

ANNUAL REVIEW 2011 CARE ISSUE #9

Cover photo by Jesper Westley

WORLD DIABETES FOUNDATION

ISSUE

WORLD DIABETES FOUNDATION

per Westley

prevention

ANNUAL REVIEW 2011 NET WOR KING FO OR FIGHTING DIABETES / ACCESS TO CARE / CO-FUNDING EFFORTS / AWARENESS CREATION /

# 09

ANNUAL REVIEW 2010 PROVIDING CA RE FOR MOTHERS AND CHILDREN / PEOPLE WITH OBESITY / INDIGEOUNOUS PEOPLE /

+ OUR A PPROAC CH TO DECISSIONMAKING NGO’S PEOPLE IN POWER

2010

Annual Review 2010

World Diabetes Foundation Secretariat

Edited by the World Diabetes Foundation Secretariat

Editor-in-chief

Jamal R. Butt Communication Manager, contact@worlddiabetesfoundation.org

Cohn & Wolfe, Denmark

Contributions

Cohn & Wolfe, Denmark

Ad Hoc Translatørservice A/S

Proofreading

Ad Hoc Translatørservice A/S

Art direction & graphic design

MAP1

Photos

Jesper Westley & the World Diabetes Foundation Secretariat

MAP1 Jesper Westley & the World Diabetes Foundation Secretariat

· www.worlddiabetesfoundation.org ing Litotryk A/S

Lottenborgvej 24 · DK-2800 Kgs. Lyngby · Denmark · Phone +45 44 43 17 09 · Fax +45 44 44 52 · www.worlddiabetesfoundation.org Printing & 47 binding Litotryk A/S

Lottenborgvej 24 · DK-2800 Kgs. Lyngby · Denmark · Phone +45 44 43 17 09 · Fax +45 44 44 47 52 · www.worlddiabetesfoundation.org

activities 2008

FUNDRAISING ACTIVITIES

Uzbekistan 128 Prevention of blindness in people with diabetes

GLOBAL

Rwanda

Diabetes Action Now

02-028

Diabetes Atlas 3rd ed.

04-084

Training of health care providers & educators

06-158 1

WDF Peer Programme

107-276

Seychelles

Expert meeting on women and diabetes

I07-287

Improving access to diabetes care

04-090

Tuberculosis and diabetes symposia

I08-371

Clinical management of diabetes

06-216

Diabetes and pregnancy symposium

I08-372

WHO 7th Global Health Promotion Conference

I09-410

South Africa

Diabetes and CVD in Sub-Saharan Africa seminar

I09-443

37 School-based intervention programme

AFRICA

38 Chronic care for diabetes, Cape Town

Botswana 9

Improving care For diabetes & foot complication

08-394

Burundi 10

Improvement of access to diabetes care

IDENTIfication of diabetes in HIV-positive people

06-172

08-348

40 Diabetes outreach - agents for change

08-378

41 Mobile diabetes care delivery

Community health care training and network

07-249

42 Integrated management of diabetes in children

06-167

Combating ignorance of diabetes in rural areas

08-367

43 Diabetes care promotion

06-181

06-207

45 Eye care for children with diabetes

08-350

Prevention & treatment of diabetic retinopathy

06-177

46 Prevention of major amputations

08-359

Screening & management of GDM

07-278

47 Childhood diabetes programme

08-369

Cameroon

D.R.Congo 07-311

05-128

Egypt 17

Preventive foot care

08-339

Eritrea 18

Reduction of the diabetes burden

150

150 151 152 153

06-194

154

41 42 43 44 45 46 47

150

142

57 19 20

142

02-006

49 Diabetes practice guidelines

02-007

50 Improving access to diabetes care

02-031

51 Diabetes & hypertension, Temeke

03-058

52 Strengthening referral system

05-102

53 Diabetes care in the private health sector

06-212

54 Diabetes awareness, care & referral

07-265

13 14 62

05-104

20 National diabetes programme

08-403

A step ahead of Step-by-Step

07-291

56 Training of orthopaedic surgeons

08-347

72 73 74 75 76

123

138

58 59 60 61

22 23 24 25 26 165 65 5

122

79 82 85 88 91 94 97 100 103 106 109

80 83 86 89 92 95 98 101 104 107 110

81 120 84 121 87 90 93 96 99 102 105 108 111 159 9

132 Diabetes clinics

07-282

133 Diabetes foot care

07-283

134 Diabetes micro-clinics

07-231

Improvement of access to diabetes care

125 126 68 163 69 70 71 157

135 Diabetes super course

06-184

136 Diabetes care & prevention

06-170

Philippines

137 Community based diabetes management

07-264

161 Diabetes clinic

Yemen 112 113 114 115 116 117 118

138 Centre for diabetes care and control

Kenya 22 Diabetes education programme

04-085

04-090

Improvement of access to diabetes care REG. PAEDIATRIC DIABETES CARE CAPACITY BUILDING

Diabetic foot care

Diabetes care in Nairobi slums

07-263 07-302

Improved diabetes care

60 national ncd programme

06-222

61 Arua district community outreach

08-327

119

EASTERN EUROPE

127

KOSOVO 139 Improvement of health care / patients w. diabetes

08-365

62 Training in diabetes care

163 Improving access to diabetes care

08-358

Prevention, care & diabetic foot care

07-251

Mauritius 29

National service framework for diabetes

07-267

Mozambique 30

Improving diabetes care

China

Strategies for improving diabetes care

08-321

Republic of Congo 32

National replication of Diabcare

05-110

104 Mumbai diabetic retinopathy, Maharashstra

08-338

05-115

105 One step ahead - diabetic foot campaign, Kerala

08-353

86 Prev. of obesity & diabetes in school children

05-120

106 Saurashtrha diabetic retinopathy, Gujarat

08-375

120 diabetes clinics

08-342

121 Teleconsultation for diabetes care

08-345

87 Health promotion & diabetes prevention

05-137

107

88 Rural diabetic foot care

05-142

108 Diabetes training for TB health personnel

08-385

Democratic People’s republic of Korea

07-308

89 Diabetes eye care III

05-148

109 Reduction of blindness due to diabetes, Orissa

08-388

122 Diabetes care

04-080

64 Improving nutrition education

05-131 06-193

66 TRAINING OF DIABETES EDUCATORS

06-195

75 Diabetes education at comm. hospital level

08-360

90 Diabetic retinopathy integrated programme

06-163

110

08-380

91 Community based diabetic retinopathy services

06-166

111 Prevention of diabetes through IT, Tamil Nadu

92 Diabetic retinopathy project in Punjab

06-198

03-060

93 Strengthening national diabetes care services

Eye care at the doorsteps of rural India

08-381

07-247

141 Foot care

08-404

F03-001

Kenya 165 Children living with diabetes

F08-018

Tanzania 05-135

166 Children living with diabetes

The primary funds allocated to the fundraising activities are donated by Novo Nordisk employees and management & through the ’Take Action’ programme, an employee volunteer programme where employees raise funds by taking unique initiatives or donate a monthly amount from their salary to support specific projects.

06-203

Indonesia

06-178

94 Rural diabetic retinopathy treatment

06-214

112 Diabetes education & prevention

05-136

08-386

95 PREVENTION & REDUCTION OF BLINDNESS

07-224

113 Improving diabetes health care delivery

06-173

F03-002

114 Primary health care

08-314

115 Diabetic foot care

08-315

THAILAND

07-271

116 Prevention and control of diabetes

08-328

125 Preventive foot & wound care training

99 Prevention of blindness, New Delhi

07-275

80 Gestational diabetes

04-067

100

81 Diabetes awareness camps

04-078

101 Gestational diabetes II, Tamil Nadu

08-312

Media campaign for prev. and care of diabetes

07-295

117 Diabetic retinopathy training and treatment

08-335

118 Integrated & comprehensive management of T1DM

08-352

68 Improving diabetes care in Phnom Penh

05-119

69 Model for diabetes services

06-219

82 Diabetes eye care II

04-079

102 Comprehensive eye care model

08-319

NAURU & VANUATU

70 Diabetes peer education

07-229

83 Tele-screening for diabetic retinopathy

04-091

103 Capacity development project, Andhra Pradesh

08-330

119 Building capacity - reducing diabetes complications

Caribbean 146 Diabetes education programme

05-126

147 School based intervention programme

05-139

148 Quality improvement initiatives for diabetes

07-260

For full details on the projects funded by the World Diabetes Foundation, please visit; www.worlddiabetesfoundation.org

06-168

07-261 Chile, Costa Rica, Cuba, Mexico

124 Development of diabetes services

07-236 07-244

98 Diabetic foot programme, ANDhra Pradesh

03-057

08-402

149 E-access to diabetes education & information

150 E-learning for health professionals

Papua new guinea

96 Primary prevention of diabetes, Kerala 97 Samvedana eye care, Gujarat

79 Rural & semi-urban diabetes prev. & control

05-132 08-377

Chile Pakistan 123 National diabetes & foot programme

78 Improved Diabetes eye Care

143 Diabetes treatment & resource mobilisation 144 Living with diabetes - training health personnel 145 Nutritional education for schools

07-242

08-390 08-406

77 Save the diabetic foot

Fiji

India

67 Diabetes health care services

Gestational diabetes /rural and tribal people

76 Screening for diabetes in TB patients

Bangladesh 65 Primary prevention of diabetes

F08-020

CHILDREN WITH DIABETES 164 Children living with diabetes

140 Prevention and early diagnosis of retinopathy

NEPAL

02-036 05-108

74 Diabetes prevention programme IN Qingdao II

Cambodia

Nigeria

84 Mobile diabetic retinopathy treatment 85 Preventing diabetes & complications in rural areas

72 National diabetes programme 73 Diabetes prevention programme

Bhutan 04-066

05-125

05-118

Afghanistan 63 National Diabetes Programme

F05-014

Bangladesh

LATIN & SOUTH AMERICA

36 37 38 39 40 162

ASIA

Mali

F04-008

Brazil

71 Training of diabetes educators

West Africa

162 Improving chronic care for diabetes

Thailand

77 78

Cambodia & Vietnam

08-399

Malawi 27

06-199

F08-017

South Africa 05-150

124

142 Prevention of foot complic. Andean comm.

05-124

59 Improving diabetes care in ten districts

F04-003

LAOS 160 Improving access to diabetes care

149 150

07-237

58 National diabetes prevalence study

F04-007

India

West Bank 161

Uganda 07-284

F05-012

El Salvador

159 DIABETES Foot care clinics

Bolivia, Columbia, Ecuador, Peru and Venezuela Guinea Conakry

F06-016

157 Diabetes clinics

North Africa 71 131 160 60

143 144 145 155 156 5

F05-013

156 Prevention of diabetes, WDD, Sao Paulo

Cambodia

Iran

158 Take Action Programme

64 65 66 164

34 35

155 Fighting diabetic retinopathy in Montes Claros

MIDDLE EAST

Jordan

48 49 50 51 52 53 54 55 56 166 6 27

DIABETES CLINICS Brazil

02-013

Bolivia

Togo 57 Diabetes awareness educators

10 11 12 33

142

Ghana 19 Community diabetes CARE

32 15 16

140 141 142

119

142

48 Diabetes education manual

146 147 148

154 154 158

Tanzania

15 Integrated Diabetes Management

132 133

136 137 134 135 17

06-164

Gestational Diabetes

128 129 130

139

Sudan 06-187

07-273 08-379

131 National diabetes project

07-253

39 DGI/SAGF

07-232

129 In partnership against the pANDemic 130 Prevention of amputations

Vietnam

3 5

06-174

Improving diabetes care, D.R.C.

2 4

6 7

126 Behaviour modification in Thai urban work.

08-333

07-279

06-215

Cuba 151 Regional diabetes centres

02-020

152 Strengthening care for gestational diabetes

06-196

153 Provincial centre for education & care

06-200

08-325 El Salvador, Guatemala, Honduras and Nicaragua 154 Integrated chronic disease management model

Tonga 127 Reducing diabetes complications

06-171

07-301

06-176

07-258 WORLD DIABETES FOUNDATION / ANNUAL REVIEW 2008

WORLD DIABETES FOUNDATION / ANNUAL REVIEW 2008

POINT of VIEW

News.indd 1

27/02/05 22:04:58

Principal Voices I 2005 diskuterede CNN, TIME og FORTUNE de problemstillinger, den globale økonomi står over for i forhold til ændret demografi, sundhed og miljø. Diskussionerne gik under navnet Principal Voices. Bl.a. resulterede deltagelsen i Principal Voices i artikler i TIME og FORTUNE med et oplag på i alt 5 millioner. En videovignet med Lars Rebien Sørensen blev vist mere end 70 gange på CNN til 170 millioner husholdninger i 200 lande.

”

I’d like us to be seen as proactive, courageous, innovative and aggressive. I think we are all of those things, but the world around us doesn’t necessarily have that perception of us. To bridge the perception gap, we must work together with the media. When I accepted to become a Principal Voice on CNN, in Time and Fortune – it was an easy decision to make. Here we have a chance to reach 203 countries and 147 million households with our messages about the pandemic of diabetes and the role Novo Nordisk plays to address it. The chance to express our point of view – in top level media – is in my mind worth the effort. In the future, we should not only wait for such opportunities to arrive on our doorstep. We should proactively seek them out.

Lars Rebien Sørensen President and CEO, Novo Nordisk

News.indd 2

27/02/05 22:04:59

News.indd 3

27/02/05 22:05:00

Lars Rebien Sørensen Is a Principal Voice

Principal Voices is an international project aimed at stimulating discussion on some of the more compelling challenges confronting our world today. Can a multinational corporation serve both its shareholder, who demands proﬁt, and its stakeholders in all of its operations, and whose demands are more challenging to fulﬁll? What strategies and best practices can a company implement to serve both needs?

Lars Rebien Sørensen is one of Europe’s leading bioindustrialists, and the president and CEO of Danish health-care company Novo Nordisk. He gained a master’s degree in forestry from Copenhagen’s Royal Veterinary and Agricultural University and, in 1983, a BSc in international economics from the Copenhagen Business School. He is a founding member of the World Diabetes Foundation.

Balancing the demands of share and stakeholders “In September, a group of academics, advocates and experts grappled with the problem of averting a crisis in chronic diseases at the Oxford Vision 2020 summit, held in the Mandela Lecture Hall at Oxford University’s Said School of Business. As CEO of Novo Nordisk – the corporation sponsoring the Oxford Vision 2020 group – the presence of Mandela, even in the form of a bronze bust, was ironic. Only a few short years previously we were part of South Africa’s historic legal battle with the international pharmaceutical industry over property rights on life-saving

drugs. So, what was I doing there debating a health-care crisis in 2020? I believe that, as a world leader in diabetes care, our company must have a long-term strategic focus. When I was selected to lead the company, it was this that inspired me to embark on an educational world tour. We held meetings with people with diabetes, activists, health-care providers, employees and others, beginning with a simple question: ”What do you expect from a pharmaceutical company like ours?” In country after country, our stakeholders challenged us to play a role that went beyond business-as-usual deﬁnitions. We were directed to a new kind of social leadership – one that demands we

redefine our goals and basic mission as a profitmaking organization. I returned from those trips convinced that in an unjust world we could no longer retain our “neutrality.” We had to take side with our customers – people with diabetes. Both those that can pay and those that can’t! This is compounded by the fact that we know a health-care disaster is upon us. Diabetes is now a global pandemic on the same scale as HIV/AIDS, and threatens to buckle healthcare systems in the developed as well as developing world. It strikes the rich, the poor, the young and the old. But how can we make a real and sustainable impact? We are now finding answers as we engage with the very same stakeholders

that criticized us over South Africa. We are promoting collaborations in the health-care system to change the course of diabetes. Day-to-day our company is focused on selling sophisticated insulin products to help regulate the blood sugar of people with diabetes. This is critical in delaying, and even avoiding, complications such as blindness, kidney failure and premature death from heart disease or stroke. While doing this we also employ the largest group of diabetes researchers in the private sector, exploring better treatments and ultimately, a cure for diabetes. The company has invested around $100 million establishing the World Diabetes Foundation in 2001. Already, this new

NN ann.indd 1

body has funded over 40 projects that will affect the lives of an estimated 67 million people with diabetes, in developing countries, in the next few years alone. At the same time, the company has adopted a preferential pricing policy whereby the poorest nations can buy life-saving insulin at 20% of its price in the developed world. As business people we are wellequipped to take on the great tasks ahead and make an impact on society’s health. In particular, a new effort is needed to get the word out about diabetes risk factors to young people. We owe it to them to act now, in order to make a real difference to their future – one without the burden of diabetes.”

For more information on Lars Rebien Sørensen visit www.time.com/ principalvoices or tune-in to the CNN Principal Voices series. In association with Shell.

06/05/05 13:45:14

Changing diabetes with communication For at øge opmærksomheden på diabetesproblematikken uddeles hvert år en pris til en journalist, som har betydet noget særligt for udbredelsen af kendskabet til diabetes.

Changing diabetes with communication Novo Nordisk Media Prize Strategi & PR / Design & Art direction ÂŠ MAP1

NOVO NORDISK

HAEMOPHILIA FOUNDATION

Novo Nordisk Haemophilia Foundation (NNHF) har hovedsæde i Zürich, Schweiz. Fokusområdet er bedring af vilkårene for behandling af hæmofili (blødersygdom). NNHF samarbejder med partnere som sundhedsministerier, ngo’er, patientforeninger, sundhedssystemer, hospitaler og læger samt andre fonde. Hæmofili er en sjælden sygdom med store konsekvenser. Det er derfor vigtigt at udbrede kendskabet til sygdommen og nedbryde fordomme.

ONE PLANET, DIFFERENT WORLDS In contrast to some 200,000 people with haemophilia in the developed world who have normal life expectancy, around 400,000 in the developing world often do not survive to adulthood.

The Novo Nordisk Haemophilia Foundation (NNHF) was created in 2005 to address the significant need for improving haemophilia care in the developing world where haemophilia is currently not a healthcare priority and still today many people with haemophilia go undiagnosed or are inadequately treated. Haemophilia Haemophilia is a congenital bleeding disorder that affects males. Approximately one in 5,000 males is born with haemophilia. It is estimated that about 600,000 males have haemophilia A or B in the whole world. Patients with haemophilia A have either absent, decreased or defective production of the blood clotting protein, factor VIII (FVIII). 2

Those with haemophilia B have similar defects with factor IX (FIX). Severe haemophilia is often associated with spontaneous bleeding, i.e. bleeding not caused by injury. Approximately 50% of haemophilia patients have severe disease and may require treatment for bleeding several times a month. Severe haemophilia usually becomes apparent in the first year of life – when the child starts to move about independently. Haemorrhages often occur in the joints, particularly knees and ankles. These joint bleeds can cause severe pain and permanent damage with disability if not treated properly.

ANNUAL REPORT 2006

Other mild, moderate or even life threatening bleeds can occur in the muscles, soft tissue, gastrointestinal tract or even the brain. In addition, trauma, major surgery, tooth extractions or other minor surgical interventions require medical attention to manage the associated bleeding.

The difference in haemophilia standards has many causes, such as insufficient knowledge about the disease – not only amongst health care professionals, but also patients and their families – as well as low prioritisation of haemophilia within health systems.

Care and treatment standards worldwide While some 200,000 people with haemophilia can be accounted for in North America, Europe, Japan and Australasia and have a normal life expectancy, another estimated 400,000 exist in the developing world. These 75% of people with haemophilia go without proper diagnosis or receive inadequate care and treatment. They have a life expectancy of about thirteen to fifteen years.

“WITH PROPER CARE, HAEMOPHILIA IS TREATABLE AND PATIENTS CAN LEAD NORMAL LIVES”

NOVO NORDISK HAEMOPHILIA FOUNDATION

Professor Christine Lee NNHF Council Member and haemophilia expert

CHILDREN AND CHILDREN AND PLAY ARE IS CLOSELY PLAYING CLOSE CONNECTED CONNECTED, BUT PLAYING PLAYINGISISNOT NOT A ANPOSSIBILITY OPTION FORFOR EVERY CHILD. EVERY CHILD. SOME CHILDRENARE ARE SOME CHILDREN PREVENTED RESTRAINED FROM FROM PLAYING, NOT PLAYING BECAUSE BECAUSE EVENWILLING THOUGH THEY THEY ARE NOT AND HAVE THE BECAUSE ABILITY TO PLAY, THEY ABLE, BUT THEY CANNOT MISS THE ABILITY TO TAKE THE WITHSTAND THE CONSEQUENCES CONSEQUENCES A FALL! OF A FALL! EVEN AOF MINOR INJURY SEE EVEN A MINOR INJURY COULD HAVE LIFE-THREATENING COULD HAVE FOR LIFE THEM THREATENING IMPLICATIONS BECAUSE: IMPLICATIONS TO THEM. THESE CHILDREN SUFFER FROM HAEMOPHILIA, THESE CHILDREN SUFFER FROM WHICH MEANS THAT THEY HAEMOPHILIA; HAVE LITTLE OR NO ABILITYTO TO LITTLE OR NO ABILITY STOP BLEEDING. STOP BLEEDING NOVO NORDISK HAEMOPHILIA FOUNDATION

NOVO NORDISK HAEMOPHILIA FOUNDATION

DANMARK HAR EN SKOLE...

.- og 12.-klasserne på Steinerskolerne modtager ke tilskud. Dét er ikke retfærdigt, da der er tale om n uddannelse på niveau med andre ungdomsuddanelser, som ofte er adgangsgivende til videregående ddannelsesforløb, fx universitetet.

einerskolerne bør naturligvis modtage tilskud. Vi bejder derfor - bl.a. sammen med Danmarks Pædgogiske Universitet - på at dokumentere skolernes bejde og den kvalitet, vi mener, at vi bidrager med til et danske skolesystem.

STEINERSKOLERNE

Læs om vores skoler på steinerskolerne.dk, og se, hvorfor vi giver Danmark læring for alvor. Med venlig hilsen

11. 12.

GRUPPEN steinerskolerne.dk

I 2011 vil Steinerskolerne vil sikre opbakning blandt befolkningen, i uddannelsessystemet og blandt politikerne til at få støtte til deres 11.-12.-klasser. MAP1 står for kommunikationen.

Strategi & PR / Design & Art direction ÂŠ MAP1

Syn for sagn, eller et overraskende møde? Fotos af Steinerskolernes hverdag giver et indtryk, vi alle kan forholde os til.

MAP1 har designet en illustration, der beskriver Steinerskolernes læreplan fra 1. til 12. klasse

DANMARK HAR EN SKOLE

... nu er vi enige Steinerskolerne vil gerne tale et tydeligt sprog, de har interesse i at blive forstået bredt, og MAP1 har i 2010 hjulpet skolerne med at forholde sig til fordomme og formulere værdier.

… hvor eleverne lærer at lære. En skole, som træner både faglige, kreative

DANMARK og sociale intelligenser. I 2011 vil Steinerskolerne sikre opbakning blandt befolkningen, i uddannelsessystemet og blandt politikerne til at få støtte HAR EN SKOLE... En skole, som lærer eleverne at reflektere til deres 11.-12.-klasser. MAP1 står for kommunikationen.

overpåselv de mestmodtager basale elementer i deres 11.- og 12.-klasserne Steinerskolerne samtidig ikke tilskud. Dét erdagligdag ikke retfærdigt,og da der er tale omgiver et vidt udsyn en uddannelse påtil niveau med andre ungdomsuddanverden omkring dem. nelser, som ofte er adgangsgivende til videregående uddannelsesforløb, fx universitetet.

En skole, som har glade, motiverede elever, at sætte

Steinerskolerne bør tilskud. fordi Vi dernaturligvis har lystmodtage til at lære, de forstår arbejder derfor - bl.a. sammen med Danmarks Pædderes viden i perspektiv. agogiske Universitet - på at dokumentere skolernes arbejde og den kvalitet, vi mener, at vi bidrager med til det danske skolesystem. Og en skole, som med integreret

ungdomsuddannelse uddanner hele til at tage bevidste, kvalificerede valg i deres voksne liv.

Læs om vores skoler på steinerskolerne.dk, og se, mennesker, der er i stand hvorfor vi giver Danmark læring for alvor. Med venlig hilsen

11. 12.

GRUPPEN steinerskolerne.dk

Et website er designet og produceret. Her kan man støtte kampagnen og læse om skolerne og deres pædagogik Strategi & PR / Design & Art direction © MAP1

MAP1 er et PR & kommunikationsbureau med fokus på at skabe rationelle, effektive og prisbillige kommunikationsløsninger som sikrer troværdighed og skaber fans, mere end bare kunder. Vi arbejder med pr og fundraising på basis af præcist formulerede budskaber og kreative vinklinger af kundens kvaliteter i forhold til markedet. MAP1 er stiftet af Alette Pramming og Morten Agergaard efter flere års samarbejde om særligt Changing Diabetes Campaign for Novo Nordisk A/S

Morten Agergaard Danmarks Design Skole 1991

Alette Pramming Cand.scient. i kommunikation og public relations fra RUC

Har arbejdet med multitalent forfatter, musiker og filmskaber Flemming Quist Møller. Senere med Morten Jersild og derefter med Peter Hiort (en anden af dansk reklames grand old men, kendt for f.eks. Nettos logo og Tuborg Sort Guld).

Har arbejdet med kommunikation og branding i 20 år på bureau, som handelsattaché i Holland via UM, som kommunikationschef i World Diabetes Foundation, Novo Nordisk A/S, Novo Nordisk Haemophilia Foundation og MYC4.

Tæt samarbejde med Per Arnoldi på forskellige projekter som Operaen i København, Operaen i Lyon, Guggenheim Museum i New York, 100-års jubilæum for H.C. Andersens fødsel og HM Treasury i Storbritannien.

Ansvarlig for den integrerede TBL-rapportering i Novo Nordisk, lobbying i forhold til FN og lokale regeringer.

Morten har siden 1990 haft eget designfirma og er i dag direktør og medstifter af MAP1 (strategisk kommunikation og design) & MAP2 (intelligente webløsninger).

International kommunikationschef for Lars Rebien Sørensen. Alette er i dag direktør og medstifter af MAP1 (strategisk kommunikation og design) & MAP2 (intelligente webløsninger).

Vi hjælper virksomheder, organisationer, institutioner og fonde med at bygge stærke brands og positioner i markedet. Vi tror på, at en stærk position opnås ved at koncentrere hele virksomhedens kommunikation og markedsføring om dens unikke værdi. Og det er, hvad vi er gode til. At finde den unikke værdi og derefter skabe kommunikationsløsninger, som sikrer overensstemmelse mellem indhold og udsagn. Det er ikke bare smart, men også reelt og effektivt. En filosofi, der i al sin enkelhed går ud på, at en god kommunikationsidé ikke altid kan forventes at skabe succesen, men at chancerne øges eksponentielt, når strategi, pr, markedsføring og visuel kommunikation er i overensstemmelse med virksomhedens værdikæde. Særlig virkningsfuldt er det, når et brand opbygges af andre end en selv. Hos MAP1 er vi specialister i at øge paratheden og gennemføre egentlige pr-kampagner. Og vi ved at den bedste reklame er viral, som en velplaceret historie i medierne, digitale som traditionelle. Inden for pr skal brandet kunne stå distancen i en løgnedetektor. MAP1 kortlægger brandets situation og øger paratheden, så det bliver muligt at gennemføre en bevidst pr-strategi. Oplev her nogle af de resultater, som vi har skabt inden for public affairs, pr, mediedækning, fundraising og visuel kommunikation i 2010. Og se mere på www.map1.dk