LONDON: Healthcare specialist Novo Nordisk has awarded Pegasus a global brief to promote a 100-plus-strong cycling team composed entirely of people with diabetes.
The pharma giant is the headline sponsor of Team Novo Nordisk, a specialist sports group of cyclists (including the world's first all-diabetic pro cycling team), triathletes, and runners.
The group's goal is to motivate people to take control of their diabetes, using racing, research, international outreach, and philanthropic initiatives in developing countries.
Novo Nordisk, which creates and sells insulin and other equipment used by diabetics, says there are 371 million people living with the condition around the world.
Pegasus won a competitive pitch for the retained brief, which involves creating a global communications program to promote the team that feeds into the pharmaceutical giant's overall “Changing Diabetes” work.
Changing Diabetes is Novo Nordisk's global commitment to improve conditions for diabetics and those at risk of developing the condition.
The agency will target consumers whose lives are affected by diabetes through national media, in addition to connecting with the global diabetes community through professional and patient channels. Pegasus will use off- and online media to talk to its target audience, while engaging cycling and broader sports communities.
Jo Spadaccino, director of pharma and life sciences at Pegasus, will lead the account, reporting directly to Debbie Bevan, senior communications and PR manager at Novo Nordisk.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.