Finalist
Compelling Communication: Coaching Everyone to Communicate in a Compelling Way
by Golin for Novo Nordisk
Summary of work
Novo Nordisk was catapulted into the spotlight following the astronomical demand around the world for their weight loss medicine Wegovy® and their diabetes medicine Ozempic®. Hailed by doctors, influencers, celebrities and the media as a game-changing therapy, there has been exceptional interest resulting in unprecedented media scrutiny.
Understanding the impact of this global interest and the virality of news, Novo Nordisk saw the need to prepare their spokespeople around the world with speed, and Golin Health was tasked to develop and implement a global communication coaching initiative. We partnered with Novo Nordisk to develop ‘Compelling Communication’, crafted with the outcome in mind: To empower spokespeople around the world to feel confident and in-control when responding to media interest and stakeholders, and answer questions in the most engaging and effective way.
We curated and internally communicated a unique, flexible and modular coaching programme that could easily be adapted for all regions and could be used to coach a range of leaders with different communications experience and confidence. Developed for multiple formats of delivery, the programme has now been used to upskill more than 600 leaders across more than 80 markets, in 9 languages – at a scale and speed never seen before.
Judges’ comments
‘Compelling Communication’ is a methodical, innovative and impactful campaign. The panel was impressed by the scale and speed of the programme and noted that it was particularly admirable to put trust into that volume of people.
