Winner
Around the kitchen table
Summary of work
As part of the company’s human healthcare mission, Eisai’s oncology business unit asked Tonic Life Communications to devise a non-profit initiative that would provide a practical support service, involve Eisai staff in experiencing the lives of people with cancer, enhance the reputation of Eisai among key oncology stakeholders, build mutual trust and be genuinely ‘different’. Partnering with UK cancer support network Maggie's, chef and cookery author Penny Ericson, an NHS dietician and cancer patients in the UK, Germany and France, the 'Around the Kitchen Table' chemotherapy cookbook was born. Containing over 50 recipes and dietary information, the book and its subsequent roll-out has exceeded expectations through its internal employee engagement, traditional and online media coverage and patient advocacy support. The cookbook has been distributed to Maggie’s Centres, other cancer charities, Eisai employees and HCPs. It is also available to download as an e-book free of charge. The initial 2,000 print run in English has now been translated into three languages and 15,000 more copies are being rolled out across Europe. Over 500 Eisai employees have been actively engaged in the project and the cookbook received internal recognition by being nominated for a global hhc CEO award.
Judges’ comments
Eisai ensured strong internal engagement by immersing all their staff in creating this intimate, but tangible patient benefit tool. With this clear and different approach they went on to develop a programme that had a positive impact on a topic that is rarely considered by pharmaceutical companies but has a massive impact for patients. A truly outstanding CSR campaign that far exceeded all initial expectations and delivered great patient-centric outcomes.
