Primary care physicians in global markets who are low- and/or non-prescribers of Victoza®—specifically, those who have little knowledge of how the GLP-1 class of drugs (of which Victoza® is the category leader) works in the body to control type 2 diabetes.

We take viewers on a whimsical journey, through a unique and artful twist on the human body— brought to life by paper and stop-motion animation. On this journey, healthcare professionals (HCPs) can discover the effects of type 2 diabetes and the important role that a simple little molecule, called a GLP-1 Receptor Agonist (Victoza®), can play in regulating this disease. Viewers can also explore the mechanisms of Victoza®’s 2 biggest competitors—DPP4s and SGLT2s—further distinguishing Victoza® and helping HCPs understand why it’s the optimal treatment for type 2 diabetes.

Many countries are not legally permitted to use competitor information in promotional/educational materials, so we had to keep this in mind when thinking about global adaptability. Therefore, we divided the story into chapters, which allowed countries to easily adapt the content in accordance with local regulations.

Computer-generated high-science visuals are the standard approach in mechanism of action (MOA) videos. And while doctors easily understand this method of visual storytelling, it has become overused and undifferentiating. Further, the molecular objects in these videos can start looking very similar. To contrast this approach, we created the Victoza® MOA animation using stop-motion paper craft to develop a new visual language for the inner workings of the human body and its elements. Getting healthcare professionals to understand a complex story in a medium that they had never experienced was a challenge. However, the medium enabled us to create unique characters to represent the different cells and molecules while still communicating their role in the body. In addition, it allowed us to add warmth and whimsy to something that is typically sterile and scientific.