Excellence in Corporate Social Responsibility

Summary of work

Reckitt Benckiser (RB) set us a challenge with a serious ambition - to help it inspire the world by showing how it could tackle a meaningful health issue. Taking on the task, we successfully placed RB on to the Lions Health 2016 agenda with the first ever R&D-led ‘Innovation Hack’. Partnering with Save the Children, the innovation challenge created ideas to solve the devastating effects of air pollution in India.

In just 24 hours, three teams - a mix of RB’s R&D and marketing talent, plus leading external creatives - developed their product concepts, devised marketing launch plans, and considered how their innovations could be rolled-out on an international scale. Their ideas were presented at the Lions Health festival to a panel of industry judges and a live audience.

The campaign achieved 34 pieces of global coverage, an OTS of 222 million and a reach of 680,000 for #RBInnovationHack but, more importantly, the potential to take the winner - a musical instrument to strengthen children’s lungs - to market is now being further explored by RB.

Judges' comments

This team put together a highly focused programme with clear objectives and great ambition. They achieved their goal and this has now become an annual initiative in the company calendar. Amazing achievement with potentially wide impact in the future.