‘Invent the craziest healthy sandwich’

In Germany, Novo Nordisk employees ran a project focusing on healthy school lunch from September 2005, culminating in a live show on 12. November. Here, the winner of the ‘Invent the craziest healthy sandwich’ competition was announced.

The kick-off for a new fun project called ‘Novo Nordisk Breakfast Club’ in Germany took place in September 2005. The project focused on healthy school lunches and was a part of the TakeAction! School Challenge for World Diabetes Day.
Through to mid-November last year, Novo Nordisk visited secondary schools in Mainz handing out healthy lunch boxes and promoting a healthy living. The school children were encouraged to join the Breakfast Club competition, where they had to come up with the craziest healthy sandwich.

The Breakfast Club visited seven schools in Mainz and distributed 6,300 Breakfast Club boxes filled with healthy sandwiches, an apple, milk and a brochure about diabetes as well as a handicrafts- and painting competition for kids.

On 12 November 2005, celebrating the World Diabetes Day, Novo Nordisk Germany ran an event in the city of Mainz with a four-hours live show featuring VIPs like Andrea Kiewel and Dr. Günter Gerhardt (both known from television). Additionally, Dimo Wache (famous soccer goalkeeper from Mainz and Type 1 patient) and a specialist talked about diabetes and sports activities. Themes like ‘diabetes and nutrition’ and ‘diabetes and children’ were discussed, too, and the winner of the Crazy Sandwich competition was announced.

In addition, health food sandwiches with milk and apples were sold in breakfast boxes. The income was donated to the institution “The Clown Doctors”, which commissions young artists to visit sick children in hospitals in order to make their stay easier and happier. The Clown Doctors have an analogue vision to our ‘changing diabetes’, namely “Changing illness – making the life of sick kids easier.”

Our customer service was present with plenty of different patient information. Moreover, the audience had the opportunity to ask them and our medical advisor questions. Alternatively, the audience could write down questions to be answered by our specialists on the platform (live surgery). The intention was to make the audience aware that Novo Nordisk is changing diabetes for good and that people are able to do something actively to avoid the disease.