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Boehringer launches integrated Hispanic diabetes campaign

Creative development overseen Miami-based agency Republica

Sabado Giagante hostBoehringer Ingelheim has launched an Spanish-language integrated campaign to raise diabetes awareness among US Hispanics.

It is the pharma company's first integrated campaign aimed at this population and will see it collaborate with Unison Communications.

The two have put together a fully integrated campaign focusing on Boehringer's exclusive sponsorship of the 'Ritmo Dieta' segment on 'Sabado Gigante', Univision Network's record-breaking Spanish-language variety show.

On air for 50 years, 'Sabado Gigante' (Giant Saturday) is enormously popular among the US's Hispanic community, and watched in a further 42 countries. The 'Ritmo Diet' segment sees contestants demonstrate their best dance moves in order to lose weight and live more healthily.

The collaboration will be part of the network's 'Salud Es Vida' (Health is Life ) health platform, aimed at raising awareness, increasing knowledge and encouraging positive health decision-making among the Hispanic community, which accounts for 15 per cent of the US diabetes population.

"We aim to educate this burgeoning community on diabetes and healthy living alternatives, including dance, healthy eating and fitness," said Christopher Kaplan, senior vice president and chief marketing officer, Boehringer Ingelheim Pharmaceuticals.

As part of the collaboration, and as a continuation of the Salud Es Vida initiative, three brief videos will be produced to highlight diabetes and weight management. Viewers will be able to access content via Univision.com, UVideos, and mobile devices.

The creative development and production supervision of campaign will be overseen by Boehringer's cross-cultural advertising and communications agency, the Miami-based firm Republica.

Univision is the most-watched Spanish-language broadcast television network in the US, reaching 96 per cent of the country's Hispanic households.  'Sabado Gigante' is hosted by Mario Kreutzberger (pictured above), known to his fans as Don Francisco.

Article by
Tara Craig

26th September 2013

From: Marketing

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