1. Media Prize 2009 November 2008 Information for journalists/ Media Prize participants

2. Media Prize 2009Slide no 2November 2008 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 critical role in informing the public about the disease. Novo Nordisk has founded the Novo Nordisk Media Prize to change diabetes through communication. The Media Prize initiative is supported by IDF. Above, Martin Silink, President of IDF, presenting at the Media Prize ceremony 2008

3. Media Prize 2009Slide no 3November 2008 Win a 10,000 euro prize Novo Nordisk would like to honour the winning journalists of the international Media Prize 2009 contest with a 10,000 euro prize for each of the categories best TV feature best article (print media) best online article The winner can choose to donate the 10,000 euro prize to a diabetes charity.

4. Media Prize 2009Slide no 4November 2008 Judgement criteria 2009 Entries in all three categories must: Be about diabetes (treatment, health issues, prevention etc). Be published or broadcast in lay press. Be published or broadcast between 1 May 2008 and 30 April 2009. Communicate about diabetes in an interesting, appealing, unique and factually correct way. The articles must be written by a journalist. The articles can not consist of a series of articles unless they have been published on the same day. The duration of the TV feature must not exceed 30 minutes IMPORTANT! The contest entries must not be sponsored by Novo Nordisk Tom Nevin, South Africa, Winner of Novo Nordisk Media Prize 2006

5. Media Prize 2009Slide no 5November 2008 Judgement criteria 2009 - continued Online criteria The criteria for online entries is the same as for the articles in print media (lay press/written by journalist) The online article must be published on a local website (web newspaper/magazine) The length of the online article should be min. 350 words The online article must have a click-through rate of at least 1500 hits per month

6. Media Prize 2009Slide no 6November 2008 Definition of lay media All entries must have been published or broadcast in one of the following: National or local TV-station National or local newspaper National or local magazine (could be a health magazine or a womans magazine) Online newspaper or magazine In all of the above, the target group is the broad population. Lay media is NOT: Medical journals, only read by experts. If entries are not from lay media - they will be disqualified. An article about diabetes in the magazine Focus, Germany

7. Media Prize 2009Slide no 7November 2008 Timing Participating articles and TV features must be published or broadcast between 1 May 2008 and 30 April 2009 The national winners must be announced no later than 20 May 2009 The two international winners are selected in July 2009 The two international winners will be announced at a ceremony prior to the EASD in Vienna, Austria in September 2009 Justine Joseph, South Africa, Winner of Novo Nordisk Media Prize 2005

8. Media Prize 2009Slide no 8November 2008 The Media Prize contest structure Run by Novo Nordisk affiliates. Winners of the national contest are automatically qualified to enter the international contest. National contest Run by Corporate Brand Public Relations in Novo Nordisk, Denmark. The award ceremony takes place in Vienna, Austria in September 2009. International contest In both contests the winners are selected by an independent panel of judges.

9. Media Prize 2009Slide no 9November 2008 Panel 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. The national panel of judges Should be chosen by the Novo Nordisk affiliate Must consist of three jury members (one nurse, doctor or key opinion leader + two journalists/editors) The international panel of judges

10. Media Prize 2009Slide no 10November 2008 How to participate Dont miss the deadline for joining the Media Prize 2009! To take part in the contest please fill in the registration form and send it together with a copy of the participating article/TV feature to the contact person mentioned on the registration form The two Media Prize Winners 2007 Gabriela Navarra (Argentina) & Michael Kefalogiannis (Greece)

11. Media Prize 2009Slide no 11November 2008 Media Prize 2008 winners Prize for best article Xuemei Zhang from China won this category for her article Should Colleges Open the Door to Teenagers with Diabetes?, published in the Beijing Evening News, which is the capitals largest-circulation newspaper. Prize for best TV feature Jaume Vilalta I Casas from Spain won this category for his entry Diabetes: Cuando el dulce amarga (Diabetes: When sweets are bitter), originally broadcast on the TV programme Quéquicom, televised on Channel 33 for TVC in Catalonia, Spain. The two Media Prize Winners 2008 Jaume Vilalta I Casas (Spain) & Xuemei Zhang (China)

12. Media Prize 2009Slide no 12November 2008 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 26,300 employees in 80 countries, and markets its products in 179 countries. For more information, visit novonordisk.com

13. Media Prize 2009Slide no 13November 2008 INSERT SHADED VERSION OF LOGO here Novo Nordisk Media Prize 2008 Rome, Italy