Novo Nordisk, Cohn & Wolfe, Closerlook, BWR PR, Spark Foundry, and PHM
Get Real About Diabetes

Judges felt this creative, direct, and authentic campaign distinguished itself from the many other diabetes management offerings.

Designed to motivate people with uncontrolled type 2 diabetes to get serious about managing their condition, the campaign reached a Facebook audience of 16.7 million people.

Actor and type 2 diabetes patient Anthony Anderson, who stars on the TV show Black-ish, was chosen to serve as ambassador. The campaign team then orchestrated a type 2 diabetes diagnosis of Anderson’s Black-ish character on last year’s fall finale. Judges loved the TV show integration and thought Anderson was a perfect influencer to reach men and women older than 50 who are heavy consumers of TV and social media.

“Merging the condition with the TV show character was an excellent idea and a great way to change behavior in diabetes patients,” a judge explained.

It was reportedly the first time a diagnosis had been written into a character’s storyline that matched the real life of the actor.

A fully integrated supporting campaign launched on World Diabetes Day.

An agency representative said the program’s Facebook page was the first diabetes page on the platform in the U.S. Anderson’s social channels and Novo Nordisk’s corporate channels also amplified reach. “The campaign was focused, direct, and made the audience pause and think,” noted a judge.


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