Celebrities Featured on New Spanish-Language Website Share Experiences with Diabetes

Celebrities Featured on New Spanish-Language Website Share Experiences with Diabetes

Novo Nordisk and Entertainment Industry Foundation Launch Spanish Website Targeting at-Risk Hispanic Americans


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Los Angeles, CA and Princeton, NJ–(HISPANIC PR WIRE)–May 25, 2005–Diabetes: ¡Informate!, a campaign sponsored by Novo Nordisk and the Entertainment Industry Foundation (EIF), announced the launch of http://www.diabetesinformate.com, an interactive Spanish-language website about diabetes. Diabetes affects two million or 8.2 percent of all Hispanic Americans aged 20 years or older.

The goal of the campaign is to educate Hispanic Americans about how early diagnosis partnered with an individualized treatment plan can help to prevent long-term complications associated with diabetes. The campaign encourages Hispanic Americans to get a simple blood glucose test to determine if they are living with the disease. Of the 18 million Americans nationwide living with diabetes, an estimated five million do not know it.

The website, launched in English in February 2005, has been translated into Spanish for Hispanic-American audiences and includes participation from celebrities such as Edward James Olmos (“Deliverance”), James Avery (“Fresh Prince of Bel Air”), and Maria Menounos (“Entertainment Tonight”). Hollywood producers Jerry & Janet Zucker (“Airplane!”) and Doug Wick & Lucy Fisher (“Stuart Little”) are honorary chairs of the campaign. Both couples have daughters living with diabetes, and are committed to the Diabetes: ¡Informate! cause.

The site features video testimonials from Diabetes: ¡Informate!’s celebrity ambassadors who are affected by the disease and includes information about diabetes for newly diagnosed patients and their families to learn more about this serious but treatable disease. Diabetes: ¡Informate! was launched in March 2004 with a print public service announcement in English and Spanish featuring Halle Berry, who is living with diabetes.

“Novo Nordisk recognizes that Hispanic Americans are disproportionately affected by type 2 diabetes,” said Dr. Soraly Servera of Novo Nordisk. “Therefore, it is essential that they recognize the importance of getting a diabetes test, and understanding the disease is the first step in prevention.”

According to the American Diabetes Association, Hispanic Americans are more than 1.5 times more likely to have diabetes than whites of a similar age. Diabetes is particularly common among middle-aged and older Hispanic Americans. For those age 50 or older, about 25 to 30 percent have either diagnosed or undiagnosed diabetes.

“Together the Entertainment Industry Foundation, Novo Nordisk and our celebrity ambassadors are committed to enhancing the health of people with diabetes,” said Lisa Paulsen, president of the Entertainment Industry Foundation. “By communicating our website information in Spanish, we will be reaching more people who have a higher risk of diabetes than the general population.”

About Diabetes

Diabetes is a disease in which the body does not produce or properly use insulin. Insulin is a hormone that is needed to convert sugar, starches and other food into energy needed for daily life. The cause of diabetes continues to be a mystery, although both genetics and environmental factors such as obesity and lack of exercise appear to play roles.

Novo Nordisk

Novo Nordisk is a healthcare company and a world leader in diabetes care. The company has the broadest diabetes product portfolio in the industry, including the most advanced products within the area of insulin delivery systems. In addition, Novo Nordisk has a leading position within areas such as hemostasis management, growth hormone therapy and hormone therapy for women. 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 21,000 full-time employees in 78 countries, and markets its products in 179 countries. Novo Nordisk’s B shares are listed on the stock exchanges in Copenhagen and London. Its ADRs are listed on the New York Stock Exchange under the symbol ‘NVO’. For global information, visit http://www.novonordisk.com; for United States information, visit http://www.novonordisk-us.com.

Entertainment Industry Foundation

The Entertainment Industry Foundation, as the leading charity of the entertainment industry, has distributed hundreds of millions of dollars – and provided countless hours – to support charitable initiatives that address some of the most critical issues facing our society.

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CONTACT:

Martin Barreto

305-803-4948

Celebrities Featured on New Spanish-Language Website Share Experiences with Diabetes