Novo Nordisk and the nonprofit group Entertainment Industries Council are launching a collaborative project to enhance dialogue among local diabetes experts, policy makers and the media to raise public awareness about managing diabetes.


Novo Nordisk, Entertainment Industries Council, diabetes, Picture This, KING-TV, WPVI-TV, Tony Deluzio, type 2 diabetes, James Avery, diabetes care, Brian Dyak




























































































































































































































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Novo Nordisk, entertainment industry group tackle diabetes

October 25th, 2010

PRINCETON, N.J. – Novo Nordisk and the nonprofit group Entertainment Industries Council are launching a collaborative project to enhance dialogue among local diabetes experts, policy makers and the media to raise public awareness about managing diabetes.

The diabetes health care company said the locally based effort includes Picture This forums, hosted in collaboration with KING-TV (NBC) in Seattle and WPVI-TV (ABC) in Philadelphia. The forums include an open discussion among diabetes stakeholders and the media to identify top diabetes communication challenges, explore strategies to address those priorities and improve community understanding about diabetes through news media and community affairs programs.

Currently, an estimated 7% of the Seattle population and 13% of the Philadelphia population are living with diabetes.

"Novo Nordisk is proud to join EIC, the media and community leaders in Seattle and Philadelphia to explore ways to improve how diabetes is communicated about and understood by local citizens," commented Dr. Tony Deluzio, senior medical director at Novo Nordisk. "As the prevalence of diabetes continues to be on the rise, bringing together those on the frontline of diabetes care will open the potential to reduce the stigma associated with diabetes and empower those affected by the disease to lead full and productive lives."

Actor James Avery, known for his role as Phillip Banks, the uncle of Will Smith's character on "The Fresh Prince of Bel Air" TV show, is participating in the forums as a celebrity ambassador. "Having lived with type 2 diabetes for over 15 years, I understand the challenges patients face with overall diabetes management and taking control of the disease," stated Avery. "I am supporting Picture This because the community will benefit from more informed news reporting on diabetes issues that matter to patients."

The first Picture This forum was held Oct. 22 at KING-TV (NBC) studios in Seattle. The next forum is scheduled for Nov. 18 at the studios of WPVI-TV (ABC) in Philadelphia.

"The Picture This forums drive an open dialogue between thought leaders and the media community to dispel diabetes myths and accurately depict the realities of this public health challenge," remarked Brian Dyak, president and chief executive officer of the Entertainment Industries Council. "Our goal is to establish ongoing relationships to determine the most pressing diabetes-related concerns in Seattle and Philadelphia and address those priorities through news coverage and community service activities."

Nationwide, an estimated 24 million people have diabetes and another 57 million are at risk for developing the disease. The number of people with diabetes is projected to nearly double to 44.1 million by 2034 due in large part to the aging of the baby boomer population and increased rates of overweight Americans and obesity.

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