Novo Nordisk Changing Diabetes Bus World Tour Arrives in UK and Ireland to Inspire Global Change

United Kingdom, 3rd October, 2007 - The Novo Nordisk Changing Diabetes Bus arrives in the UK today.

The 59 foot long bus is travelling around the world as part of a one-and-a-half-year-long, five-continent journey to raise awareness of diabetes and its social, humanitarian and economic consequences. Touring the UK and Ireland through October, the Bus will stop first today outside the Scottish Parliament in Edinburgh.

Diabetes affects approximately 2.2 million people in the UK[i] and alarmingly, half a million additional people are undiagnosed.[ii] This chronic disease is estimated to consume 10 per cent of the annual NHS budget, and the costs of caring for the growing number of people with diabetes is set to rise by up to 25 per cent by 2040.[iii]  Currently, there is no cure for diabetes, but many type 2 diabetes cases can be prevented through changes in diet and increased physical activity.

The Novo Nordisk Changing Diabetes Bus is filled with interactive, multimedia exhibits where visitors can learn more about diabetes and why limiting the scale of the disease is so important The Bus will feature interactive quizzes, patient videos, waist measurement tests and the opportunity for visitors to have their blood sugar levels tested. Further details can be found at

“I am delighted to hear that the Changing Diabetes Bus will be touring the UK this month. Diabetes can affect anyone at any time and with so many people undiagnosed nationwide, it is imperative that people are aware of the risks, symptoms and ways we can manage the disease so that complications can be avoided wherever possible” says Prof Sudhesh Kumar, Professor of Medicine, Warwick Medical School, University of Warwick. “I strongly urge everyone to make a visit to the bus as I have no doubt that it will be a worthwhile experience.”

Viggo Birch, Head of Novo Nordisk UK and Ireland comments: “Raising awareness of diabetes and its widespread economic, social and humanitarian implications is an important step towards controlling this disease.  By combining prevention, detection and treatment methods with public education, we can change the future of diabetes.”

The Bus also aims to harness public support for the International Diabetes Federation (IDF)-led ‘Unite for Diabetes’ campaign, which resulted in the landmark United Nations Resolution on diabetes. This Resolution aims to raise greater awareness, improve diabetes care and encourage concerted actions to prevent diabetes and its complications.

Thus far, the Bus has reached more than half-a-billion people with messages on diabetes awareness and people still have the opportunity to add their signatures to the ‘Unite for Diabetes’ petition to show their support for the campaign. Novo Nordisk’s goal is for the Bus to interact with one billion people by the time it arrives in New York City on 14 November 2007, in time to celebrate the first UN-observed World Diabetes Day.

Following its day in Edinburgh, the Bus will be stopping in the following cities and open to the public from 10am, free of charge: Cardiff 5th October, Coventry 9th October, Leicester 10th October, Crawley 12th October, Dublin 15th October, Cork 16th October, Limerick 17th October, Galway 18th October and Belfast 19th October.

- ENDS -

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 portfolio in the industry, including among the most advanced products within the area of insulin delivery systems. In addition, Novo Nordisk has a leading position within 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 more than 25,300 employees in 79 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 more information, visit

Media enquires:

Eve Cohen
Tel : +44 (0) 20 7632 1964        email:

[i] The silent epidemic. An economic study of diabetes in developed and developing countries. A report from the Economist Intelligence Unit, 2007

[ii] Diabetes: State of the Nations 2006. A report from Diabetes UK, 2006

[iii] Diabetes: finding excellence, MODEL Report, published May 2007

Healthcare Republic does not have an editorial influence or input in to these press releases. The views expressed within these documents are not endorsed by Healthcare Republic or Haymarket Medical Publications Limited.

Enquiries should be directed to any contacts listed within the press releases.


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