The Overview

Novo Nordisk aimed to engage and educate a wider audience about Type II diabetes, particularly targeting those who are personally affected by the disease. They sought an authentic and relatable voice to communicate effective diabetes management and to raise awareness in a meaningful way.

starpower crafted a multi-year partnership with Anthony Anderson, star of ABC’s "Black-ish" and a Type II diabetes patient himself. The partnership included storylines in multiple "Black-ish" episodes where campaign messaging was integrated and reinforced. Novo Nordisk commercials were also featured prominently during the episode's commercial breaks.