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Corporate Responsibility Award


A Life Worth Living

Takeda UK in association with Interaction Marketing & Public Relations

Summary of work

Britain has one of the highest amputation rates in Europe, with more than 100 amputations a week. Wishing to engage with communities more widely than simply in terms of drugs and associated services, Takeda UK identified limb amputation as a factor common to both diabetes and bone cancer, key therapeutic areas of focus for the company.

The challenge was to find a way of promoting positive public attitudes towards this widespread and diverse group while providing support for those affected, beyond simple financial backing.

Launched amid the World Cup excitement of 2010, the resulting CSR programme centres on funding, publicising and actively supporting the Great Britain Amputee Football team, which is an inspirational example of how to overcome the trauma of losing a limb, while at the same time promoting the value of exercise in line with NHS priorities.

Working in consultation with the team, patient associations and by identifying other stakeholders, Takeda UK created a sustainable programme that both has a positive impact on the lives of patients and demonstrates commitment to social responsibility. The resulting activities reached more than 8 million viewers and readers nationwide.

By promoting a positive image of disability and working directly with those most affected, it is helping to change public attitudes to limb loss and to raise morale among patients.

Judges comments

“This is an admirable and sustainable campaign that was both worthwhile and successful in helping to change public attitudes to limb loss and raising money for the Great Britain Amputee Football team.”

Stakeholder comments

“Takeda sponsorship has been invaluable. It enabled us to host a friendly international event, which has helped to raise our profile, attract new players and raise additional funds to send the team to the World Cup.”
GBAF captain/manager

“I was so impressed with the skill and commitment shown by the British Team. Tournaments like this are extremely important in raising the profile of disabilities”.
Lord Mayor of Manchester

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022