Boehringer Ingelheim (Canada) Ltd.

Kiss IPF Goodbye

OVERVIEW

Idiopathic Pulmonary Fibrosis (IPF) is a progressive and fatal lung disease that affects an estimated 15,000 Canadians. There is no cure. Awareness is low, misdiagnosis is common, and unmet need continues to be a major challenge for patients and healthcare professionals (HCPs).

On behalf of Boehringer Ingelheim (Canada) Ltd. (BICL) and the Canadian Pulmonary Fibrosis Foundation (CPFF), NATIONAL developed an integrated communications campaign to reach the Canadian public, IPF patients and caregivers, healthcare professionals and the Canadian media, and engaged them to breathe life into the fight against a rare and little-known disease to help Kiss IPF Goodbye.

OBJECTIVES

  • Increase engagement within the IPF community, including the CPFF, patients and HCPs.
     
  • Raise awareness of IPF and address misdiagnosis and gaps in care through the delivery of key messages in both traditional and social media.
     
  • Provide the foundational knowledge and context for anticipated approval of a new IPF treatment in 2015 by increasing conversation and media coverage around this deadly disease.

KEY TACTICS

NATIONAL developed and launched a dynamic and robust multi-channel program called Kiss IPF Goodbye, incorporating digital, social, a media tour and experiential components. The campaign was launched in September to coincide with IPF Awareness Month.

  • 14 original documentary-style videos were created to tell the IPF story. Patient testimonials told the human side of IPF through the eyes of 3 different families and the shorter educational videos provided information about the disease. The videos were shareable on a Kiss IPF Goodbye webpage. For every share on Facebook, Twitter, YouTube, and from the CPFF website using the hashtag #kissIPFgoodbye, $5 was donated by BICL to fund IPF research.
     
  • Celebrity spokesperson and IPF caregiver, Rose McGowan, came to Toronto for a one-day media tour.
     
  • Experiential teams brought the campaign to the streets of Toronto and Montreal and encouraged people to take photos with a #kissIPFgoodbye frame and share with the hashtag.
     
  • To encourage national reach for the campaign and continue engagement among IPF medical professionals, the BICL Healthcare Affairs Team visited interstitial lung disease (ILD) centres across Canada to deliver Kiss IPF Goodbye campaign kits and challenge clinic staff to get involved.
     
  • BICL hosted an employee “lung ‘n learn” to launch activities, including an internal contest that awarded two employees with a lunch at a private gathering with Rose McGowan, BICL, CPFF, and government officials.

RESULTS

By the end of the two-week Kiss IPF Goodbye campaign, all targets had been exceeded beyond expectation.

  • BICL initially planned to donate $5 per share up to $10,000 – this goal was reached in just two days. By the end of September, $30,000 was raised for the CPFF.
     
  • Rose McGowan’s media tour helped secure major national and local coverage, including The Toronto Star, BT, Global Morning National and The Social among others, and achieved over 8.8 million media impressions and 31 stories.
     
  • Total video views: 16,416
     
  • Social Shares: 4,733
     
  • Earned impressions: 7,307,734
     
  • Facebook fan increase of 34% and engagement up 28.6%
     
  • Twitter fan increase of 12% and average impressions up 187%