The judging panel for South African entries will include Yusuf Abramjee, head of news at Primedia and chair of the National Press Club. Also on the panel will be Professor Frederick (Derick) Raal, head of endocrinology and metabolism at the University of the Witwatersrand; and Natalia Thompson of Now Media.

“With the prevalence of diabetes increasing throughout the world, there is an urgent need to provide the public with as much information as possible about the disease,” says Shelley Harris, PR manager of Novo Nordisk South Africa. “Naturally, the media has a key role to play in this process, and that’s why we established this prize - to reward clear, accessible and well-researched communications in the field.”

The need to raise awareness and improve understanding of diabetes is particularly urgent in South Africa, where over 6.5-million people are living with the disease, according Diabetes South Africa. And, recognising the importance of both traditional and online media in getting out important messages about diabetes, the Novo Nordisk Media Prize is awarded in a print category and an online category.

Entries of no less than 350 words in length should be easy-to-read, engaging and informative. Features should have appeared in the general media rather than in professional journals, and must deal with the subject of diabetes itself rather than with research, products or professional opinions.

“We support a three-pronged approach to communications about diabetes,” says Harris.

“Firstly, we feel it’s important to raise awareness about diabetes and the risk factors associated with Type 2 diabetes in particular. Secondly, we’d like the general public to know more about the signs and symptoms of the disease, so that individuals who suspect they may have diabetes can obtain a diagnosis and appropriate treatment. And finally, we’d like to get out the message that diabetes is manageable; that with the right medication and appropriate lifestyle changes, people living with the illness can have completely normal lives.”

Short-listing will be done at national level, and South African-based journalists working for South African publications and websites are invited to submit articles published between 1 November 2011 and 30 June for consideration.

“What we’re looking for is coverage of the disease by journalists who’ve grasped the depth of the subject, but who’ve communicated it in an accessible and noteworthy way,” says Harris.

The criteria for each category, information about the judges and further details of the judging process are available online at www.novonordisk.co.za. Entry forms may also be requested on the site, and entries can be mailed to [email protected]. Entries close on 30 June.