Shire Pharmaceuticals Partners with Nonprofit Philabundance to Achieve CSR Objectives with Social Media - BDI 7/13/11 Social Communications & Healthcare: Case Studies & Roundtales

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Case Study: Shire Pharmaceuticals Partners with Nonprofit Philabundance to Achieve CSR Objectives with Social Media Presented by: Matt Cabrey, Senior Director, Corporate Communications, Shire Pharmaceuticals To help fight hunger, Shire Pharmaceuticals partnered with Philadelphia based Philabundance to engage high school sudents in a food drive. Social media outreach was a critical component of the CSR initiative resulting in 25,000 students collecting 64 tons of food. More than 30 Shire employees volunteered; and, the company itself collected 1 ton of food. Over 8.5 million media impressions were achieved. www.bdionline.com

Business Health & Medicine

Social Media Support of CSR
Shire’s The Great Food Fight Benefiting Philabundance

Matt Cabrey
Case Study Presentation
BDI: Social Communications & Healthcare
July 13, 2011

Our purpose
We enable people with life-altering conditions to lead better lives
1

THE OPPORTUNITY

• Help Philabundance deliver its mission/goals

• Help the audience served by Philabundance

• Engage the community/foster regional cooperation

• Engage Shire employees in volunteerism and
community service

• Enhance Shire’s image among various stakeholders

To be as brave as the people we help
2

THE VISION

• Create a region-wide, two-week food collection
competition among high schools
• Nearly 200 schools invited
• Five counties of Southeastern Pennsylvania
• Collect 25 tons of food
• Engage students to:
• Take action in the community
• Be creative
• Support their school too
• $10,000 top prize; meaningful help for schools
• Shire employees volunteer as “champion connectors”

To be as brave as the people we help
3

THE IMPLEMENTATION

To be as brave as the people we help
4

THE TOOLS

• Letter to school administrators
• Posters
• Press conference / “pep rally” kick-off
• Media alert
• Press releases / fact sheets / FAQs
• LTEs
• Guest opinion pieces
• Social media
• More

To be as brave as the people we help
5

SOCIAL MEDIA

• Facebook – Philabundance driven

• YouTube videos – Shire driven

• Email blasts

• Posting and pushing of traditional media clips

To be as brave as the people we help
6

THE RESULTS

• 21 schools participated; each county represented
• In-flight adjustment; second prize added
• 64 tons of food collected; 13 percent of all food drive
donations for 2010
• Planning underway for 2011
• Lessons learned
• Time of year
• Contact at the schools
• Enhanced social media connections and tools to support
communications and rally participation
• Website under consideration

To be as brave as the people we help
7

IT’S ABOUT…

• Positioning Shire, not our medicines

• Engaging with our communities in meaningful,
measureable and sustainable ways

• Creating community opportunities for our employees

• Enhancing the Company and industry image
• “We help people”
• “We care about our communities”
• “Shire is a great place to work”

To be as brave as the people we help
8

BONUS INFORMATION!

www.ShireBRAVEawards.com

To be as brave as the people we help
9

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