The world’s largest producer of insulin, Novo Nordisk is a lifeline for diabetes patients. It’s responsible for 10% of Denmark’s GDP and employs 41,000 people in 80 countries. But people often had no idea its profits went back into science though its owner, the Novo Nordisk Foundation.
Our primary objective was to strengthen engagement through internal comms for Novo Nordisk. We want to tell employees that the Foundation owns Novo Nordisk.
For a global reach without a huge media budget, we created an idea everyone could relate to, not one limited to science.
Our idea was to remind people of their foundation, making a connection between their personal story and Novo Nordisk’s ownership structure. Whether we’re scientists or not, we all have a foundation. Someone or something we look back on, someone who helped us get to where we are today.
Humans think in stories rather than in facts, numbers and equations, the simpler the story, the better.
Comments and reactions proved that this corporate organisation connected with audiences on a human level. The reaction meant we could confidently push beyond an internal or science-based audience – new ground for The Foundation.
Internal reach and understanding
Engagement and advocacy