July 23, 2007 (PRNewswire) -- Rick Smolan, former Time, Life and National Geographic photographer and creator of the best-selling "Day in the Life" photo book series, will focus his lens next on the faces of people with type 2 diabetes -- a condition that is estimated to affect more than 18 million Americans(1) and is forecast to double by 2050(2). Type 2 diabetes accounts for about 90 percent to 95 percent of all diagnosed cases of diabetes(1), and rates have grown sharply in recent years as a result of the upsurge of obesity and physical inactivity in the United States(3).
The new project, called Meet the Face of Change(TM), will be a nationally touring photo exhibit that documents - and celebrates - the lives of a diverse group of people with type 2 diabetes who are making the changes they need to better manage their condition. To create the photo exhibit, Smolan is inviting people with type 2 diabetes to visit http://www.FaceOfChange-us.com to submit their photographs and share information about how they manage their diabetes. Smolan will work with a team of photo editors to review the submissions and to select the subjects who will be photographed and featured in the nationally touring exhibit. The Meet the Face of Change(TM) photo exhibit will feature the photographs, and accompanying personal stories, and will travel to major cities this year, culminating in New York. The deadline for submissions is August 30, 2007.

"Ultimately, it's our hope to create a rich photographic tableau of portraits that not only inspires others living with this condition but educates the public about the daily challenges and triumphs of people living with diabetes, especially as the disease continues to affect an ever- increasing number of Americans," said Smolan.

Many people with type 2 diabetes can control their blood glucose by following a healthy meal plan and exercise program, losing excess weight, and taking oral medications. However, others may need insulin as their diabetes progresses over time, and there are often fears about and barriers to insulin treatment(4). The exhibit seeks to showcase people who have overcome those barriers and manage their diabetes. The exhibit will be sponsored by Novo Nordisk, a world leader in diabetes.

"Changing Diabetes is our commitment as a company, and starts by recognizing that the status quo is not acceptable," said Martin Soeters, president of Novo Nordisk. "Meet the Face of Change(TM) is inspired by the millions of people with diabetes who are embracing change to get their diabetes in better control. Through this campaign, we hope to stimulate others to make changes that will improve their health, and to take action that will help reverse the negative trends we see with diabetes."

About Type 2 Diabetes

Diabetes is a serious chronic disease in which the body does not produce or properly use insulin, a hormone that is needed to convert sugar, starches, and other food into energy needed for daily life(5). People who have diabetes have high levels of glucose (sugar) in their blood(1).

Unlike type 1 diabetes, which occurs when the immune system destroys cells that secrete insulin(1) - no one knows why this occurs - in type 2 diabetes, family history often plays an important role, along with poor eating and exercise habits, and mainly affects people living a Western lifestyle(6). Type 2 diabetes is the most prevalent type of diabetes and results from insulin resistance (when the body makes too little insulin or cannot use insulin properly), usually combined with insulin deficiency(1).

The Centers for Disease Control estimate that more than 18 million of the nearly 21 million Americans with diabetes have type 2 diabetes, with an estimated 6 million or more unaware they have the disease(7). Rates of type 2 diabetes have grown exponentially in recent years - increasing by more than 50 percent in the last ten years alone(3). Type 2 diabetes is associated with traits such as older age, obesity, family history of diabetes, history of gestational diabetes, impaired glucose metabolism, physical inactivity, and certain race/ethnic groups. African Americans, Hispanic/Latino Americans, American Indians, and some Asian Americans and Native Hawaiians or Other Pacific Islanders are at particularly high risk for type 2 diabetes(3). In addition, it is increasingly being diagnosed in children and adolescents(5).

About Rick Smolan

Rick Smolan has spent two decades finding ways to place himself and his projects directly in the path of the converging worlds of photography, design, publishing, and technology. Smolan created the best-selling "Day in the Life" photography series and is CEO of Against All Odds Productions, which specializes in the design and execution of large-scale global photographic projects that combine compelling story-telling with state-of-the-art technology.

Meet the Face of Change(TM) is sponsored by Novo Nordisk's portfolio of insulins.

Novo Nordisk is a healthcare company and a world leader in diabetes care. The company has the broadest diabetes product portfolio in the industry, including the most advanced products within the area of insulin delivery systems. In addition, Novo Nordisk has a leading position within areas such as haemostasis management, growth hormone therapy and hormone replacement therapy. Novo Nordisk manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. With headquarters in Denmark, Novo Nordisk employs more than 23,600 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 novonordisk.com.

References:
1. National Institute of Diabetes & Digestive & Kidney Diseases.
"National Diabetes Statistics,"
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2. Centers for Disease Control. "CDC's Diabetes: Disabling Disease to
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nccdphp/publications/aag/pdf/diabetes.pdf. Web site accessed July 2007.
3. National Institute of Health. "Study Will Identify Best Treatment for
Type 2 Diabetes in Youth." http://www.nih.gov/news/pr/mar2004/niddk-
15.htm. Web accessed July 2007.
4. National Institute of Diabetes & Digestive & Kidney Diseases (NIH).
National Diabetes Clearinghouse (NDIC), "Treating Diabetes." Web site
accessed July 2007.
5. American Diabetes Association. "All About Diabetes: Overview,"
http://www.diabetes.org/about-diabetes.jsp, Web site accessed July 2007
6. American Diabetes Association. "The Genetics of Diabetes."
http://www.diabetes.org/genetics.jsp. Web site accessed July 2007.
7. Centers for Disease Control. "CDC's Diabetes Program: National
Diabetes Fact Sheet."
http://www.cdc.gov/diabetes/pubs/estimates05.htm#prev. Web site accessed
July 2007.