Highly Commended

Lung Cancer, not just one disease

by Ogilvy Healthworld for Boehringer Ingelheim

Summary of work

Lung cancer is one of the most common cancers in the world, causing more deaths than any other cancer. Lung cancer is not just one disease: it has subtypes. However, there is a lack of awareness that specific types need specific treatments.

As a new player in oncology (the study and treatment of cancer), Boehringer Ingelheim (BI) needed to establish itself in this field. A key opportunity was the Annual Meeting of ASCO, the American Society of Clinical Oncology. It’s the oncology calendar’s largest, most renowned and socially active event – but its size, volume of noise and vast number of topics would make it difficult for BI to gain traction and be heard.

BI asked us for an attention-grabbing media outreach plan that would stand out from other Meeting activities. We developed ’Lung Cancer: Not Just One Disease’ – an integrated, multichannel communications platform created to maximise data, spread news, be socially active and raise awareness of the complexities of lung cancer and the benefits of targeted treatments.

The resulting multimedia coverage gave BI’s profile in oncology a dramatic boost.

Judges’ comments

This was an amazing achievement for this innovative, and brilliantly executed, campaign in a short space of time in the context of a difficult disease area. Their courage was particularly impressive and shows other pharmaceutical companies what can be achieved.