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The Porterhouse Medical Award for Innovation in Healthcare Communications

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Finalist

A Unique Bond

by Burson Cohn Wolfe for Boehringer Ingelheim


Summary of work

Dislike for pharma has never been higher. As an industry leader operating in the much-maligned pharmaceutical sector, Boehringer Ingelheim (BI) had an urgent need – and opportunity – to shift the debate.

BI’s concern was that unyielding public antipathy towards ‘Big Pharma’ risked that the firm’s own pioneering work in human and animal health and its compassionate corporate ethos would be overlooked by external stakeholders. It had to positively stand out in the sector, to challenge negative perceptions and to transform hostility into advocacy, ’A Unique Bond’ did just that.

A strategic campaign that spanned five continents and 30 countries was only made possible by the digital-first approach undertaken by the client and agency team. It broke through the noise to champion the bond between a pet and its owner, and its positive effect on physical and mental well-being.

Unlike traditional pharmaceutical campaigns, A Unique Bond did not focus on a therapy area but on ‘real-life’ narratives. As a direct result of the campaign, BI saw a 1,375% increase in respondents identifying as anti-pharma now viewing BI positively. A bold, brave and emotive healthcare campaign that truly showcased its dedication to human and animal health.

Judges' comments

We loved the insight which this piece of work was grounded on, that showcasing the relationship between patients and their pets was unique way to change the perception of the pharmaceutical industry and the company.  It was a brave and emotional campaign which had strong outcomes in promoting positive conversations about the company and drove interest in the corporate website.  This was a great corporate communications campaign.


Winner

In My Shoes: 24 Hours with Crohn’s or Colitis - by Mearns & Pike and Electric Putty for Crohn’s & Colitis UK and Takeda


Finalists

A Unique Bond - by Burson Cohn Wolfe for Boehringer Ingelheim

A Path to Cure: Shining a Light on MRD in Multiple Myeloma - by Edelman for Janssen Oncology

INSPIRIS RESILIA Aortic ValveTM Mind Racing - by Syneos Health Communications for Edwards Lifesciences

Experiencing MS First Hand: Virtual Reality Glove Experience - by Weber Shandwick for Roche


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