Excellence in Social Media Strategy

Summary of work

Taking Cancer on Through Flavour is a global initiative developed by Boehringer Ingelheim to address an unmet need identified by patient groups: support people with cancer with a variety of nutritional challenges, including: sore mouth, lack of appetite, taste changes. Boehringer Ingelheim partnered with oncology dietitian Dr Clare Shaw from The Royal Marsden, celebrity chef Billy Wright and a lung cancer survivor to develop tailored recipes and provide practical advice for people with cancer. The recipes were brought to life through recipe videos and photographed by renowned photographer David Loftus, for use on social media and in recipe instruction cards. The initiative was launched with a live cooking show broadcast on Facebook and Instagram, where Billy cooked three recipes and the panel discussed nutritional challenges associated with cancer and answered questions submitted by the audience. Since the live show, Boehringer Ingelheim has launched monthly recipe videos on social media and cards which viewers can download. Since launch, over 2 million people have engaged with the campaign, including a groundswell of people sharing their appreciation and support.

Judges' comments

This is a really fantastic, clever campaign. Objectives and targets are clear against predefined metrics. The content was well adapted to the channels used. Judges liked the array of people Ogilvy Health and Boehringer Ingelheim had partnered with to give a well round campaign with compelling results.