Boehringer Ingelheim's integrated campaign to address chronic obstructive pulmonary disease (COPD) coupled sports and entertainment with a preventative health message.
The pharmaceutical company worked with Biosector 2 to develop the "Drive4COPD" campaign, which aims to raise awareness about COPD with people aged 35 years old and above - many of whom are Baby Boomers and current or former smokers.
Within eight months of the campaign's launch, more than 380,000 people were screened for COPD using an online five-question screener developed by Boehringer Ingelheim and Bio- sector 2. Upwards of 190,000 people visited the Drive4COPD website and 34,000 visitors signed up for monthly updates.
"A very well-integrated effort," said one judge, with another noting the initiative's breadth and success in integrating traditional and digital communications.
The effort enlisted "celebrity ambassadors" such as NASCAR star Danica Patrick, actor Jim Belushi, and Olympic champion Bruce Jenner to help activate the target audience to utilize the online screener and learn about risk factors for COPD.
In addition, Boehringer Ingelheim held numerous events, including a multi-city RV tour and local NASCAR races, state fairs, and country music festivals; developed online, TV, print, and radio PSAs; and targeted large employers such as Coca-Cola and Kmart through a b-to-b strategy.
The team also created partnerships with the American Lung Association, the American Association for Respiratory Care, and the COPD Foundation. It also ensured the campaign was rolled out at managed market and pharmacy locations, including Health Net and Duane Reade.
"Impressive and thorough," commented one judge. "The team left no stone unturned."
Another judge said it was "an impressive campaign that brought all the components together in a seamless way," noting that it "drove great results."
Honorable Mention: Hill & Knowlton and Johnson & Johnson: Text4baby - Going Mobile with Pregnancy Education
Johnson & Johnson partnered with Hill & Knowlton to promote Text4baby, an innovative new service that provides free mobile health messages to young pregnant women and moms. As the US has one of the highest infant mortality and premature birth rates in the world, the goal was to use partnerships with the White House and MTV to leverage earned media results - on a budget of $150,000. Within seven months, Text4Baby had more than 90,000 subscribers and 95% of participants would recommend it.
The Award From pharmaceuticals to biotech, managed care to hospitals, the focus of this category is on raising awareness about products, services, or organizations.
Biosector 2 and Boehringer Ingelheim: DRIVE4COPD Races to Find the "Missing Millions"
Edelman, LA Care Health Plan, and Remote Area Medical: Facilitating Free Access to Care to Thousands of Angelenos
GCI Health and Biogen Idec: Ancient Discipline Brings a Modern Medicine's Benefits to Life
GolinHarris and Energizer Personal Care: Wet Ones Pledge to Stop the Spread of Germs
Hill & Knowlton and Johnson & Johnson: Text4baby - Going Mobile with Pregnancy Education
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