Campaigning for health
In 2003, Novo Nordisk founded the Oxford Vision 2020 together with Oxford University in support of the WHO. In a unique partnership between business corporations and public institutions, it has set out to increase public awareness about the causes of chronic diseases to create momentum for healthier lifestyles and a better quality of life.
It is a long-term ambition, but the first concrete activities are beginning to materialise. Since the latest Oxford Vision Summit meeting in September 2004, it was decided to create a separate legal entity for the alliance, and to initiate the action programme, which includes community-based intervention programmes for which numerous applications have been submitted.
Today more than 50% of all deaths in the world every year are caused by four chronic diseases – cardiovascular disease, diabetes, chronic lung disease and some cancers – and the number is rising fast. Breaking this curve will take more than new science and effective drugs. It will require a whole new attitude towards lifestyle and the exposure to today’s most important risk factors: tobacco, diet and lack of physical exercise. In 2004 Novo Nordisk pledged financial support at GBP 3 million and management resources in the Oxford Vision 2020 to promote and progress the alliance aimed at changing the pandemic..
From sick care to healthcare
One could argue that trying to limit the development of diabetes, contradicts the business strategy of Novo Nordisk, a world leader in diabetes care. However, according to Stig Pramming, Medical Director and Vice President, Oxford Vision 2020 at Novo Nordisk the initiative is in fact a logical step for Novo Nordisk. He explains:
“In addition to the obvious goal of creating value to our shareholders, we have also committed ourselves to being a responsible player in society. We perceive our role in society as a contribution to health care rather than just to “sick care”. And we feel that a good way of demonstrating this is to share with society the extensive knowledge we have accumulated about the causes of diabetes. Especially since there are ways to delay or even preventing the onset of type 2 diabetes, if you know how.”
A unique partnership
The Oxford Vision is a partnership of more than 50 members, including government and public health agencies, universities, and corporations such as Novo Nordisk, Johnson & Johnson, Nestlé, Unilever and organisations like the World Bank, WHO and the World Heart Federation. The members have dedicated themselves to exchange knowledge about health and risks of lifestyle-related illnesses and are working actively to further develop the scientific evidence base, increase the general awareness about chronic diseases and define innovative pathways for actions with will prevent the forecast massive growth in these diseases and the consequent deaths.
Instigating social change
Stig Pramming explains: “As an example, 58% of all new diabetes diagnoses today are caused by overweight, and in some countries this figure is even higher. Prevention is thus a key factor, and a good way of creating awareness about this is through local initiatives, which take cultural and geographical conditions into consideration. Through the Oxford Vision, we have invited community-based programmes to apply for support. We have already experienced a significant interest from applicants and are looking forward to seeing the first results. However, as indicated by its name, the Oxford Vision 2020 is a long-term project, and we cannot expect to see dramatic drops in chronic diseases overnight. But we have a firm believe that initiatives like this are helping to bring about social change, and if we can instigate that process, we consider it a privilege and an obligation to do so,” concludes Stig Pramming.
