OFFICIAL RULES

No Purchase Necessary.

1.Promotion Periods:

The Where have you Flexed Contest (“Contest”) begins at 12:01 a.m. ET April 17, 2008 and ends at 11:59 p.m. ET June 2, 2008 (“Contest Period”). The Voters’ Random Drawing (“Drawing”) (together with Contest, referred to as “Promotion”) entry period begins at 12:01 a.m. ET July 7, 2008 and ends at 11:59 p.m. ET August 5, 2008 (“Voting Period”). For details on how to enter the Drawing, see Rule #4.

2.How To Enter The Contest Only:

During the Contest Period, you may enter online by visiting WhereHaveYouFlexed.com (the “Web site”) and registering (registration must be complete and must include how long you have used the Novo Nordisk FlexPen^®) and uploading an original photo and caption (as described below) that captures the most interesting, unusual or exciting place that you have used the closed (or capped) Novo Nordisk^® FlexPen^® (“Entry” or “Entry Materials”), and you, the entrant, must be the only person featured in the photo. The Novo Nordisk^® FlexPen^® must be clearly and prominently displayed in the photo, but photo must NOT show actual administration of insulin or entry will be disqualified. Please make sure the action that is depicted in your photo is done in a safe manner. Photo cannot depict a climate where the use of the Novo Nordisk^® FlexPen^® is not approved, over 86 degrees Fahrenheit or under 36 degrees Fahrenheit (2 to 30 degrees Celsius). Along with your photo, in 150 characters, or less, you must include a caption about this unexpected place you used your Novo Nordisk^® FlexPen^® as shown in the photo you are submitting. If you wish to change the photo you submitted or cancel entry into the contest once your entry has been accepted, please call 1-800-727-6500. The entry must: 1) be complete to be eligible; 2) include the photo that you have created and the caption, and photo, must be uploaded on the Contest Web site. The photographic image must be in color or black and white (jpeg, jpg, gif, bmp, png, tiff or tif files) and no larger than 5MB in file size. Directions will be provided online for the format requirements and uploading instructions for your photo submission; 3) photo must be the property of the entrant. Photograph may not be owned, taken or edited by a professional photographer; all photographs submitted become the property of Sponsor upon submission and contestant grants to Sponsor a worldwide, royalty-free, perpetual, non-exclusive right to copy, distribute, display the photograph, in any media, and with right to produce derivative works therefrom and agrees to execute documents confirming such license at Sponsor’s reasonable request. Contestants must have full title to the photograph and pass such title to Sponsor at the time of submission; 4) photo must be uploaded in accordance with the specifications set forth at the Contest Web site. Submitted photos/captions (or portions thereof) may be posted on the Web site after Sponsor has screened them. Any photo/caption deemed inappropriate or unsuitable, in Sponsor’s sole discretion will be disqualified. Any Entry Material or portion thereof that is, in the Sponsor’s sole discretion, obscene, profane, lewd, defamatory, contains any third party materials, or otherwise displays, violates or infringes (or may infringe) any copyright, trademark, logo, mark that identifies a brand or other proprietary right of any person living or deceased (including but not limited to rights of privacy or publicity or portrayal in a false light) or entity, or is otherwise objectionable, will not be considered and may disqualify the Entrant. Therefore, clothing worn in the photo should not contain any visible logos, drawings, cartoons, phrases, trademarks or other third-party materials. However, Sponsor reserves the right to modify entries, at its sole discretion, if Sponsor wishes to deem the entry acceptable by eliminating any such infringement. Entrants may not copy or otherwise plagiarize the Entry Material from any source. Any digital photo that is not of satisfactory quality (i.e., brightness, focus, etc.) will likely be rejected, at Sponsor’s sole discretion. Sponsor has the sole discretion to determine whether a photo qualifies as an Entry. Any Entry not in compliance with the above and does not meet the Web site requirements will be disqualified. If, in Sponsor’s sole discretion, the Entry appears to have resulted in any injury or bodily harm, it will likely be rejected. Photos and captions must be in keeping with Sponsor's image and may not be offensive, as determined by Sponsor in its sole discretion, nor can it defame or invade publicity rights or privacy rights of any person, living or deceased, or otherwise infringe upon any person's personal or proprietary rights. In such an event, the photo or caption will not be posted online and will be disqualified from the Contest. All Entries submitted become the property of the Sponsor and will not be returned. Normal Internet access and usage charges imposed by Entrants’ online service will apply. Limit one Entry per person/email address. Duplicate submissions will automatically be disqualified. No information regarding entries or judging, other than as otherwise set forth in the Official Rules will be disclosed.

3.Judging:

All Entries will be judged by a panel of expert judges determined by Sponsor, to determine 30 Finalists, based on the following judging criteria: How interesting, unusual or exciting the place is where the photograph was taken (20%); Originality of photo/caption (20%); Flexibility of photo/caption (20%); Unique manner in which the subject matter was pictured (20%); and Quality of picture (20%). In the event of a tie, tied entries will be rejudged by the judges based solely on: How interesting, unusual or exciting the place is where Entrant has “flexed”. Decisions of judges are final with respect to all matters relating to this Contest. By participating, entrants agree to the Official Rules and the decisions of the Judges, which shall be final and binding in all respects.

4.Voting:

The 30 Finalists will be posted online for consumer voting, to determine the Grand, First and Second Prize winners. The public voting will take place during the Voting Period (as outlined in Rule #1 above) by accessing the Web site and following the voting instructions. Individuals must be residents of the United States of America, who are 18 years of age or older to vote. Individuals may vote only one time during the Voting Period. Voters will be required to fill out the registration form including name, email address and date of birth. Limit one vote per person. The use of robotic or automatic devices for voting is prohibited and Sponsor reserves the right to nullify all such votes and to disqualify from voting/entering the responsible individual. All photographs submitted will remain the property of sponsor.

5.Voters’ Random Drawing:

To enter the Drawing: When voters sign-on and register to vote for an Entry, they will have the opportunity to provide additional entry information and opt-in to enter the drawing also. Five (5) voters will be selected in a random drawing from among all eligible voters visiting the Web site during the Voting Period. Drawing will be conducted on or about August 19, 2008, by an independent judging agency, whose decisions are final on all matters relating to this Drawing. Odds of winning a prize in the Drawing depend upon the total number of eligible voters visiting the Web site during the Voting Period.

6.Prizes and Approximate Retail Values (“ARV”):

Grand Prize (1): Winner’s choice of one of the following three prizes; A Life Fitness Treadmill (ARV $2,499), A Life Fitness Home Gym (ARV $2,199), A Life Fitness Elliptical Cross Trainer (ARV $2,699). First Prize (5): A Lifespan C2 Upright Bike (ARV $500 each). Second Prize (10): A Diabetes Travel Kit (ARV $150 each) Voters’ Random Drawing Prizes (5): An iPod Nano 8GB (ARV $199 each). Finalist Prize (30): A Diabetes Cookbook (ARV $14.95 each). Prizes will be awarded and the winners notified by phone, mail and/or e-mail. Prizes are not transferable. Taxes related to the prize are the responsibility of the individual winner. All other expenses and costs not expressly listed above are each winner’s sole responsibility. Limit one prize per person/address/email address.

7.Eligibility:

Contest open only to legal residents of the 50 United States, including the District of Columbia and Puerto Rico, who are 18 years of age or older, and are diabetes patients that currently use the Novo Nordisk FlexPen^® as of April 16, 2008.Enrollees of federally subsidized health care programs, such as Medicare and Medicaid, are not eligible for the Contest.

Voters’ Random Drawing open only to legal residents of the 50 United States, including the District of Columbia and Puerto Rico, who are 18 years of age or older as of the date of entry.

Employees of Novo Nordisk, closerlook, Inc., and any of their affiliates, shareholders, directors, agents, parents or subsidiaries, respective parent, subsidiary, and affiliate companies and advertising and promotion agencies, including Don Jagoda Associates, Inc. and members of their immediate families (spouses, parents, children, and siblings and their spouses) and/or those living in the same household of each are not eligible to participate in either portion of this Promotion. Void where prohibited by law and subject to all federal, state and local laws.

8.General Rules:

By participating in this Promotion, each participant agrees that Sponsor may, at its option, conduct a background check on participant. Potential winners, whose prize is valued at $600 or more, will be required to sign and return an Affidavit of Eligibility, liability/publicity release (where legal) and assignment of rights within ten (10) days [Note: assignment of rights should be given when photo is submitted] of notification attempt or the prize will be forfeited and an alternate winner may be determined/selected. Return of prize or prize notification as undeliverable may result in disqualification and alternate determination or alternate selection for the Drawing. By participating in this Promotion, entrants agree to be bound by the Official Rules and the decisions of the judges. The Sponsor and its agencies are not responsible for technical, hardware, software or telephone malfunctions of any kind, lost or unavailable network connections, or failed, incorrect, incomplete, inaccurate, garbled or delayed electronic communications caused by the user or by any of the equipment or programming associated with or utilized in this Promotion or by any human error which may occur in the processing of the entries/votes in this Promotion or for any liability for damage to any computer system resulting from participation in, accessing or downloading information in connection with this Promotion. The Sponsor reserves the right at its sole discretion to disqualify any individual that tampers or attempts to tamper with the entry/voting process or the operation of the Contest, Drawing or the Web site; violates the Official Rules; or acts in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person. Any attempt by any person to deliberately undermine the legitimate operation of the Promotion may be a violation of criminal and civil law, and, should such an attempt be made, Sponsor reserves the right to seek damages from any such person to the fullest extent permitted by law. Sponsor's failure to enforce any term of these Official Rules shall not constitute a waiver of that provision. If, for any reason, the Contest (or the Drawing) is not capable of running as planned, including infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other causes beyond the control of the Sponsor which corrupt or affect the administration, security, fairness, integrity or proper conduct of the Contest/Voting process, then the Sponsor reserves the right at its sole discretion to cancel the Contest (or the Drawing) and determine the Contest winners via judges from among all eligible Entries received prior to cancellation, based on the same criteria listed above or via random selection for any eligible votes received for the Drawing Prizes.

9.Release:

By entering the Contest, you hereby grant the Sponsor, its affiliates, subsidiaries, assigns, licensees, and legal representatives the unrestricted, absolute, perpetual, worldwide right (but not the obligation) to use, copy, modify, edit, create derivative works, display, transmit, perform, distribute, publish, exhibit and otherwise use the submitted Entry Materials in any and all media or form of communication, whether now existing or hereafter developed, including on Novo Nordisk’s Web site or those Web sites owned by Novo Nordisk affiliates or anyone acting with Novo Nordisk’s authority (the “Web sites”), all for the purpose of publicizing Novo Nordisk’s programs (the “Purpose”). Winner waives any right to royalties or other compensation arising from or related to the use of the Entry Materials. Winner must acknowledge Novo Nordisk’s right to crop, splice, treat and edit the Entry Materials at its sole discretion and waive the right to inspect or approve the finished product, now and in the future, whether that use is known or unknown to winner. Sponsor reserves the right to discontinue the use of the Entry Materials without notice to the winner. You represent and warrant that: (i) all rights to the photo and caption belong to you and the photo and caption do not and shall not infringe on any copyright or any other third party right nor violate any applicable law or regulation, (ii) you have the right to grant any and all necessary rights and licenses provided herein, including without limitation, all necessary copyright and other related rights to the photo and caption, free and clear of all claims and encumbrances without violating the rights of any person or entity, including any right to privacy or publicity, (iii) you hereby hold the Sponsor harmless from and against any third party claim arising from use of the photo and caption and you waive any right to inspect or approve uses of the photo and caption or to be compensated for any such uses. Participating in the Promotion constitutes permission to the Sponsor and its agencies to use participants’ names, voice, likeness, age, city, state and/or image, photo and caption (if applicable), for purposes of advertising and trade without further compensation, unless prohibited by law. By participating in the Promotion, the entrant agrees that Sponsor, its respective parent, subsidiaries, affiliated companies, agents, retailers, advertising and promotion agencies, and all of their respective shareholders, officers, directors, employees and assigns, members, representatives and agents, will have no liability whatsoever for, and will be held harmless by entrant for any liability for any bodily injury, loss or damages of any kind to persons, including death, and property, due in whole or in part, directly or indirectly, from Entry creation, the acceptance, possession, use or misuse of the prize, if applicable, or participation in this Promotion or participation in any Promotion related activity. You hereby waive all rights and release Sponsor from any claim or cause of action, whether now known or unknown, for defamation, invasion of right to privacy, publicity or personality or any similar matter, or based upon or relating to the use and exploitation of the Entry Materials as contemplated herein, or use in composite form, either intentionally or otherwise, that may occur or be produced in production of the finished product. You hereby represent and warrant that you have read these rules and are fully familiar with its contents.

10.Personal Information:

Information collected from entrants is subject the Sponsor’s Privacy Policy.

11.Winners List:

For the names of the winners and their entries, visit WhereHaveYouFlexed.com after September 29, 2008.

12.Sponsor:

The Sponsor of this Promotion is Novo Nordisk, Inc., 100 College Road, West Princeton, NJ 08540.