True Blue: Canadian landmarks will be awash in blue this November 14th



    - CN Tower, Niagara Falls, Parliament Hill light up for World Diabetes
    Day -

    TORONTO, Nov. 14 /CNW/ - Every ten seconds, somewhere in the world, two
people develop diabetes. On November 14, Canadians will be seeing blue as
prominent Canadian landmarks will be illuminated with blue light, in
celebration of the first-ever United Nations-recognized World Diabetes Day.
    Three of Canada's most recognizable landmarks - the CN Tower,
Niagara Falls, and the Peace Tower on Parliament Hill - will be illuminated in
blue light as part of the Canadian Diabetes Association and Juvenile Diabetes
Research Foundation's contribution to the international celebration for World
Diabetes Day. The events will help raise awareness about the severity and
impact of the global threat of diabetes on Canada's population.
    "As a member of the International Diabetes Federation, the Canadian
Diabetes Association helped pass the landmark United Nations Resolution on
Diabetes - recognizing the disease as a global threat and November 14 as World
Diabetes Day. As an expert in diabetes research, education, service and
advocacy in Canada, we lead the charge to increase awareness of diabetes and
its complications - a role we take very seriously," says Michael Howlett,
President and CEO, Canadian Diabetes Association. "With millions affected and
millions more at risk, we're faced with the impacts of this global epidemic
every day in this country. I urge all Canadians to get serious about diabetes
- the time to act is now."
    "World Diabetes Day 2007 focuses on children and adolescents,
demonstrating that our youngest community is not immune to diabetes' impact,
whether they were born with type 1 diabetes or are at risk of developing type
2" says Aubrey Baillie, Chair of the Board of Directors, Juvenile Diabetes
Research Foundation. "Canadians must continue to work on their behalf for
care, treatment, education - and a cure."
    Diabetes is a leading cause of heart disease, kidney failure, amputation
and blindness, and kills more than 40,000 people per year.(1) Canadian adults
with diabetes are twice as likely to die prematurely, compared to persons
without diabetes.(2)
    "World Diabetes Day focuses attention on the need for stronger prevention
efforts and better care for people with diabetes," says Vince Lamanna,
President of Novo Nordisk Canada. "Diabetes rates are rising and will continue
to rise unless we all make healthier lifestyle choices that can help prevent
the disease."

    UNITING FOR CHANGE

    World Diabetes Day is part of Unite for Diabetes, a global campaign that
aims to raise awareness about the seriousness of diabetes.
    The International Diabetes Federation launched the Unite for Diabetes
campaign last year and in December 2006 secured a United Nations Resolution on
Diabetes. The Resolution acknowledged, for the first time, the global threat
of the diabetes epidemic.
    A blue circle is the official symbol used to represent World Diabetes Day
and the Unite for Diabetes campaign. To recognize the great success of the
campaign and spread the word about diabetes and diabetes prevention, thousands
of people around the world will join hands to form human blue circles, and
iconic sites and buildings will be illuminated in blue.

    IT'S GOOD TO BE BLUE

    In addition to the illumination of the CN Tower, Niagara Falls, and the
Peace Tower on Parliament Hill, the Canadian Diabetes Association and/or the
Juvenile Diabetes Research Foundation will be hosting activities in
communities across the country to celebrate the first UN-recognized World
Diabetes Day. Events will be taking place at the following locations:

    
    -   British Columbia - Robson Square, Vancouver; Banting Middle School,
        Coquitlam
    -   Alberta - University of Alberta, Edmonton
    -   Manitoba - Winnipeg Public Library, Winnipeg
    -   Ontario - Banting House National Historic Site of Canada, London;
        St. Michael's Majors hockey game, Hershey Centre, Mississauga
    -   Quebec - Le Windsor, Montreal
    -   Nova Scotia - Parade Square and Trade & Convention Centre Rally; MLA
        reception, Halifax; Halifax World Trade and Convention Centre
    -   Newfoundland and Labrador - Confederation Building, St. John's
    

    "I'm excited to be a part of the inaugural World Diabetes Day and the
events that have been organized to raise awareness amongst Canadians about
diabetes and the role of healthy eating and exercise in preventing this
disease," says Michael Jacoby, Youth Advocate for the Canadian Diabetes
Association. "I believe that it's important for parents and children to
collectively get involved and educate themselves about diabetes and personal
wellness so that they can take action on their own behalf."
    To learn more about World Diabetes Day and view a complete list of
landmarks being lit in blue, visit www.worlddiabetesday.org.

    A GLOBAL EPIDEMIC

    The incidence of diabetes is rising dramatically worldwide. Globally,
diabetes affects 246 million people worldwide and is expected to rise to
380 million by 2025.(3) In Canada, more than two million people have diabetes
and this number is expected to rise to three million by the end of the
decade.(4)
    Canada has the third highest occurrence rate of type 1 diabetes in
children 14 years or younger in the world with an occurrence rate that is
rising by 3 - 5% per year; the greatest rise occurs in 5 - 9 year olds.(5)
    The cost of diabetes to Canadian society is on the rise from $9 billion
in 1998 to approximately $13.2 billion in 2002.(6) The cost is expected to
increase to $15.6 billion by 2010.(7)

    ABOUT CANADIAN DIABETES ASSOCIATION

    The Canadian Diabetes Association works to prevent diabetes and improve
the quality of life for those affected by diabetes, through research,
education, service and advocacy. With a presence in more than 150 communities,
the Canadian Diabetes Association's strong network of assistance includes
volunteers, employees, healthcare professionals and partners. To learn more,
visit www.diabetes.ca or call 1-800-BANTING (226-8464).

    ABOUT JDRF

    JDRF Canada was founded in 1974 by the parents of children with type 1
diabetes - a disease that strikes children, adolescents, and adults suddenly,
makes them insulin dependent for life, and carries the constant threat of
devastating complications. In 2006, JDRF Canada provided $6.3 million to
diabetes research. Internationally, JDRF is responsible for more than
$1 billion in direct funding of research worldwide since it was founded.
JDRF's mission is constant: to find a cure for diabetes and its complications
through the support of research. For more information please visit
www.jdrf.ca.

    ABOUT NOVO NORDISK CANADA INC.

    Novo Nordisk is a healthcare company and a world leader in diabetes care
and biopharmaceuticals. Novo Nordisk manufactures and markets pharmaceutical
products and services that make a significant difference to patients, the
medical profession and society. Novo Nordisk's business is driven by the
Triple Bottom Line: a commitment to economic success, environmental soundness,
and social responsibility to employees and customers.
    The company's 80-year history of diabetes care innovation and achievement
originated in Canada where insulin was discovered. With headquarters in
Denmark, Novo Nordisk has more than 23,500 full-time employees in 79
countries, and markets its products in 179 countries. Novo Nordisk's B shares
are listed on the stock exchanges in Copenhagen and London. Its ADRs are
listed on the New York Stock Exchange under the symbol 'NVO'. For more
information, visit www.novonordisk.com.

    ABOUT CN TOWER

    Defining the Toronto skyline, at a height of 553.33 m (1,815 ft.,
5 inches), the CN Tower is a Canadian icon, an engineering Wonder of the
Modern World, an important telecommunications hub, internationally acclaimed
entertainment and dining destination and Toronto's "must see" attraction
visited by approximately 2 million people each year.
    www.cntower.ca.

    A B-ROLL WILL BE AVAILABLE VIA SATELLITE AT THE FOLLOWING TIMES:

    Wednesday, November 14, 2007
    10:30 -11:00 and 14:00 - 14:30 firm, Eastern,
    Anik F2C/7B @ 111.1 West
    Vertical Polarization, D/L Freq. 3980 MHz.
    Audio subcarriers 6.8 left, 6.2 right

    Available at Toronto T.O.C. at the same times:
    SDI Router Position No. 42

    
    -------------------------------------
    (1) Canadian Institutes of Health Research. Diabetes. Available at:
        http://www.cihr-irsc.gc.ca/e/28896.html. Accessed on: March 14, 2007.
    (2) Canadian Institutes of Health Research. Diabetes. Available at:
        http://www.cihr-irsc.gc.ca/e/28896.html. Accessed on: March 14, 2007.
    (3) Diabetes Atlas, third edition, International Diabetes Federation
        2006. Available at: www.worlddiabetesday.org. Accessed on: November
        2, 2007.
    (4) Canadian Diabetes Association. The Prevalence and costs of Diabetes.
        Available at: http://www.diabetes.ca/Section_About/prevalence.asp.
        Accessed on: March 14, 2007.
    (5) Juvenile Diabetes Research Association, Life with Diabetes, Available
        at http://www.jdrf.ca. Accessed on: November 5, 2007
    (6) Canadian Diabetes Association. Diabetes: An investment for the future
        health of Canadians. Available at: www.diabetes.ca. Accessed on:
        March 14, 2007.
    (7) Canadian Diabetes Association. Diabetes: An investment for the future
        health of Canadians. Available at: www.diabetes.ca. Accessed on:
        March 14, 2007.
    


    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/





For further information:

For further information: or to coordinate an interview, please contact:
Jeremy Brace, Canadian Diabetes Association, (416) 408-7146,
jeremy.brace@diabetes.ca; Whitney Binns, Jennifer Goode for CDA, Edelman,
(416) 979-1120 ext. 257, 230, whitney.binns@edelman.com,
jennifer.goode@edelman.com; Angela Baker for JDRF, Hill & Knowlton, (416)
413-4750, angela.baker@hillandknowlton.ca

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