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The 90TEN Award for Excellence in Corporate Communications - External Stakeholders

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A Unique Bond

by Burson Cohn Wolfe for Boehringer Ingelheim

Summary of work

A Unique Bond

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.

The campaign enabled BI to increase its online community, building relationships with external stakeholders and establishing a favourite perception of the brand–80% of people who consumed campaign content said they prefer BI to other pharma companies because of its dedication to both human and animal health.

Judges' comments

A Unique Bond is creative, with original thinking using insights to build a strong campaign. The judges liked the engaging content and great execution, which was backed up by good results. It was well planned and had significant perception changes.

Highly commended


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Category Sponsors

Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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