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Boehringer Ingelheim Pharmaceuticals, Inc. Collaborates With Univision Communications Inc. to Launch an Integrated Campaign in Spanish



9/23/2013 10:52:38 AM

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NEW YORK, Sept. 23, 2013 /PRNewswire/ -- Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI), one of the world's top 20 leading pharmaceutical companies today announced its collaboration with Univision Communications Inc. to launch its first integrated campaign for U.S. Hispanics. Leveraging Univision Network's record-breaking variety show "Sabado Gigante" (Giant Saturday), the collaboration will help Boehringer Ingelheim Pharmaceuticals, Inc. bring more health education to more people as the exclusive sponsor of the program's popular segment "Ritmo Dieta," a family-friendly dance competition where contestants demonstrate their best moves in efforts to lose weight and live healthier lives. The collaboration will become an extension of the Network's Salud Es Vida (Health is Life) health platform, aimed at raising awareness, increasing knowledge and encouraging positive health decision-making among the U.S. Hispanic community.

"Boehringer Ingelheim's strategic collaboration with Univision is another testament to our ongoing commitment to connect and engage with U.S. Hispanics. We aim to educate this burgeoning community on diabetes and healthy living alternatives, including dance, healthy eating and fitness," said Christopher Kaplan, senior vice president and chief marketing officer, Boehringer Ingelheim Pharmaceuticals, Inc. "This collaboration involving 'Sabado Gigante,' allows us to be welcomed into the homes of millions of Latino families who have made watching Don Francisco's iconic show a tradition."

"Ritmo Dieta" will feature a 13-week competition, showcasing 10 contestants who will vie for a chance to win the grand prize. One of the contestants has been diagnosed with type 2 diabetes. Viewers can join the conversation regarding Salud es Vida on Twitter via @Univision and #SaludesVida as well as share their comments on Facebook.com/Univision.

As part of the collaboration and as a continuation of the Salud Es Vida initiative, three brief videos will be produced to highlight diabetes and weight management. Viewers will be able to access content via Univision.com, UVideos, and mobile devices.

"'Sabado Gigante' is one of the longest running and most successful programs in television history, recently celebrating its 50th anniversary on air. Partnering with Boehringer Ingelheim Pharmaceuticals, Inc. to bring to our viewers' awareness on diabetes and healthier living habits, creates a natural synergy to reinforce our company's mission to empower, entertain and inform Hispanic America and our ability to help Boehringer Ingelheim bring more health education to more people," said Keith Turner, president of Advertising Sales and Marketing, Univision Communications, Inc.

Boehringer Ingelheim Pharmaceuticals, Inc.'s cross-cultural advertising and communications agency of record, Miami-based firm Republica, will oversee creative development and production supervision of the collaboration.

Hosted by celebrated television personality Mario Kreutzberger, better known as "Don Francisco," "Sabado Gigante" is certified by the Guinness Book of World Records as the longest running variety show in television history. Since the program first aired in 1962, "Sabado Gigante" continues to be hugely popular among worldwide audiences. In addition to consistently delivering impressive viewer numbers in the U.S., it is an ongoing hit in 42 countries, and "Don Francisco," is among the most recognized and beloved personalities in the Hispanic entertainment world.

Salud Es Vida is a comprehensive call-to-action initiative designed to raise awareness, increase knowledge and encourage positive health decision-making. The program leverages Univision's diverse media platforms to educate its audience on health issues and promote primary prevention, habits of healthy living, access to care and disease-specific prevention and treatment. Key health issues addressed include: asthma, cancer, cardiovascular disease, diabetes, sexual health issues including HIV/AIDS and other STDs immunization, prenatal care/infant mortality, tobacco cessation, obesity, physical activity and nutrition.

About Diabetes in the Hispanic population
Hispanic patients account for 15 percent of the current U.S. diabetes population and are more likely to be diagnosed with diabetes compared to white, non-Hispanics; 11.8 percent Hispanic vs. 7.1 percent.1 Diabetes is a chronic condition that occurs when the body either does not properly produce, or use, the hormone insulin.2 Hispanic diabetes patients skew younger; 54.1 mean years for Hispanics vs. 60 years among total U.S. diabetes population.3

About Boehringer Ingelheim
Boehringer Ingelheim Pharmaceuticals, Inc., based in Ridgefield, CT, is the largest U.S. subsidiary of Boehringer Ingelheim Corporation (Ridgefield, CT) and a member of the Boehringer Ingelheim group of companies.

The Boehringer Ingelheim group is one of the world's 20 leading pharmaceutical companies. Headquartered in Ingelheim, Germany, it operates globally with 140 affiliates and more than 46,000 employees. Since it was founded in 1885, the family-owned company has been committed to researching, developing, manufacturing and marketing novel medications of high therapeutic value for human and veterinary medicine.

Social responsibility is a central element of Boehringer Ingelheim's culture. Involvement in social projects, caring for employees and their families, and providing equal opportunities for all employees form the foundation of the global operations. Mutual cooperation and respect, as well as environmental protection and sustainability are intrinsic factors in all of Boehringer Ingelheim's endeavors.

In 2012, Boehringer Ingelheim achieved net sales of about $19.1 billion. R&D expenditure in the business area Prescription Medicines corresponds to 22.5 percent of its net sales.

References
1. 2012 Roper Diabetes Patient Study, Hispanic Augment, December 2012.
2. International Diabetes Federation. What is Diabetes? IDF Diabetes Atlas. 2011 (5th Edition).
3. 2012 Roper Diabetes Patient Study, Hispanic Augment, December 2012.

About Univision Communications Inc.
Univision Communications Inc., UCI is the leading media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching 96% of U.S. Hispanic households; UniMas, a leading Spanish-language broadcast television network reaching 89% of U.S. Hispanic households; Univision Cable Networks, including Galavision, the country's leading Spanish-language cable network, as well as Univision telenovelas, a 24-hour cable network dedicated to novelas, Univision Deportes Network, a 24-hour cable network dedicated to sports, ForoTV, a 24-hour Spanish-language cable network dedicated to news, and an additional suite of six cable offerings - De Pelicula, De Pelicula Clasico, Bandamax, Ritmoson, Telehit and Distrito Comedia; UVideos, the first bilingual digital network serving Hispanic America; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company's platforms; Univision Television Group, which owns and/or operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; Univision Interactive, a network of products and offerings including Univision.com, which continues to be the No. 1 most-visited Spanish-language website among U.S. online Hispanics, Univision Movil, a longstanding industry-leader with unique, relevant mobile products and services, and Univision Partner Group, a specialized advertising and publisher network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit Univision.net

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SOURCE Boehringer Ingelheim Pharmaceuticals, Inc.



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