Excellence in Communications via a Live Event or Stand-Alone Activity

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Inspiring change in asthma

by Cohn & Wolfe for Boehringer Ingelheim

Summary of work

Our innovative media event, ‘Inspiring Change: Spiriva® Respimat® in asthma’, used exceptional creativity to push boundaries, inject fresh media interest in asthma and successfully launch Boehringer Ingelheim’s treatment in a new indication.

Consultations with patient advocacy groups and key international media revealed the misperception that asthma is easy to manage and people with asthma symptoms can lead a normal life. However, evidence suggests that, despite taking currently available treatments daily, 1 in 2 people with asthma still experience life-threatening symptoms. Physicians, patients and those who care for them need to know that they do not have to settle for this - new, effective treatment options are becoming available.

The immersive educational journey conveyed the unmet need in asthma using pioneering technology and compelling content, bringing to life the patient perspective, the need for new treatments and Spiriva® Respimat® data. 46 journalists from 16 countries, including the top 5 EU, took part. This was the highest attendance at a Boehringer Ingelheim respiratory media event in the last five years. More than 300 pieces of coverage worldwide and the Boehringer Ingelheim event dominated share of voice on social media compared to competitors, smashing targets set.

Judges’ comments

This event was so effective in bringing the unmet needs of people with asthma to life, along with the unique mode of action of Respimat®, in a multisensory experience for journalists that delivered strong, effective results.