As Denmark's leading pharmaceutical company and insulin producer, Novo Nordisk aims to expand knowledge about hypoglycaemia's prevalence and effects for better diabetes treatment. To investigate potential impacts on relatives, they conducted a scientific study of 4,300 family members from various countries, collaborating with Dr. Stewart B. Harris. A parallel experiment with diabetics and their families showcased differing perceptions. The heartwarming reunion was filmed and shared, garnering 40,000 shares and 30 million views in two weeks, increasing social media conversations on hypoglycaemia by 186%. The study was published in Diabetes Therapy, presented at the EASD diabetes congress, and featured in 200 news stories, reaching 185 million online readers worldwide. Over 20 patient organizations shared the study and film on their platforms.