Excellence in Corporate Communications – External Stakeholders

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 stand-out entry was a clear winner. We found it exceptionally creative, which is unusual in such a rigid and process-lead environment and were so impressed by the clear results including compelling external stakeholder feedback. A very savvy entry!