BI Dumps Celebrity COPD Spokesperson and Seeks Inspired Facebook Fans Instead

Today Boehringer Ingelheim (BI) sent out this tweet: "We have just launched a new #hcsm activity within Facebook....want to find out more? Check out all the details here"

The link leads to "COPD Inspirations - The BIG Picture," a FaceBook page that encourages fans to submit images that reflect "the positive fight against COPD and will inspire others to take back control of their lives. So to get involved 'get creative, get emotive, get artistic!' and upload your image," says BI.

Recently, BI handed over the keys to its public health initiative, Drive4COPD, to the non-profit COPD Foundation (see here). That initiative features racecar driver/celebrity Danica Patrick who is more well-known as a swimsuit model and expletive-deleted competitor (see "Pharma Celebrity Spokespersons: Unrepentant, Secretive, and (Expletive Deleted)!").

BI's new Facebook-based COPD awareness initiative/campaign may signal a trend away from the use of paid celebrities to the exploitation of real patients, who will not receive any compensation whatsoever for the use of their images and stories. BI will, however, offer entrants a chance to win an iPad 2. (Why not a third-generation iPad? Perhaps BI has a surfeit of iPad 2's they need to get rid of.)

Here are the eligibility requirements:
  1. Entrants must be aged 18 or over. 
  2. Entrants cannot be employees of Boehringer Ingelheim (BI), or respective affiliate companies / be an employee of any pharmaceutical company 
  3. Entrants must have a personal connection to COPD – i.e. either have the disease themselves, or be a carer / friend / family member of someone who has or has previously suffered with COPD. 
Oh, I forgot to mention one other criterium for eligibility: you must be a Fan of BI on Facebook. So BI gets new fans and free images for its COPD campaign. Sweet!

Since I was eligible -- my mother-in-law, Irene, has COPD -- I thought I'd submit an entry and see what happens. It was pretty easy. I had a photo of Irene that I think is inspirational (see below):

Along with an image, BI requires entrants to submit an "inspirational" comment, so I wrote: "COPD does not stop my Mom-in-Law, Irene, from enjoying the beautiful world around her, especially when she is with her family. Her daughter, Debbie, took this photo while they hiked in Pine Creek Gorge, commonly referred to as the Grand Canyon of Pennsylvania."

While I was at it, I also posted the photo to my Facebook page (BI's terms and conditions have no qualms about me using my photo elsewhere). The terms, however, do state: "Each entrant grants a worldwide licence to BI to use the images in any way the companies deem fit (e.g. to feature any or all of the submitted images on their websites and/or in any materials it develops for media, HCPs or patients, with acknowledgement of the entrant. Images will be used by BI to highlight understanding and awareness of COPD. Again, the entrant may be contacted to provide further background to the imagery and will be notified ahead of use)."

The competition opened  today and will close on the 18th July 2012. So, hurry, and enter those photos or other creative images TODAY!


Linda Hayes said...

I am Lydia, I was diagnosed of Chronic obstructive pulmonary disease (COPD) in 2014, the doctor told me it has no permanent cure i was given medications to slow down its progress, i constantly felt my health was deteriorating as i constantly go out of breath especially when i walk or talk for long, this continued till a friend told me about how her mother got cured of COPD through herbs she bought from a South African herbal doctor Dr Ejiro, I contacted this herbal doctor via his email and he sent me the herbal medicine through courier service, when i received the herbal medicine i used it for 3 weeks as prescribed and was totally cured of COPD. Contact this herbal doctor via his email ejiroherbalcure(at)gmail(dot)com or call +27617403481 (Write email in right format)

Jessica Bells Micheals said...

On 11/ January / 2016 i came across a comment and an opportunity that has totally changed my life ( Dr Osojo ), This man is the reason of my living in this world, i lost hope of living when i was confirmed COPD positive and since i have searched for a cure, but all my Hope came Alive when Dr Osojo sent me a herbal cure medicine for the cure of my disease COPD, Now its a great testimony to tell the world that am finally CURED OF COPD Disease. This Dr Email are and you can also get to him for help and am sure he will surely help you.
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Louise Johnson said...

I smoked for 20 years, October 2014 i was diagnosed of Emphysema I may have had it for 6 months to 1 year prior to diagnosis. It started with a dry cough, shortness of breath, and fatigue. A chest x-ray confirmed it and I was placed on corticosteroids. my doctor told me there is no permanent cure for the disease, i was given bronchodilators to help me relax my bronchiolar muscles, I managed on with the disease till a friend told me about a herbal clinic from johannesburg who sell herbal medicines to cure all kind of lung related diseases including emphysema, I spoke to few people who used the treatment here in USA and they all gave positive responses I contacted this herbal clinic via there email and made purchase of the emphysema herbal medicine, i received the herbal medicine through DHL within 5 days, when i received the herbal medicine i applied it as prescribed and was totally cured of emphysema within 7 weeks of usage, the symptoms reduced till i even forgot i had emphysema, i went back to my doctor for diagnosis with spirometry and he confirmed i was free from the disease, contact this herbal clinic via there email or website on

Charlortte Luis said...

i want to use this medium to appreciate the admin of this page for allowing me to share my story.i believe that this will help others going through what i went through over the years to find a cure like i did. i was diagonosed of COPD which i suffered for so many years, despite the different english medications i took in order to find a cure, it didn't work. i started having complications resulting from those english medications i was taking over the years. as a result of these complications from my drugs, i went in search for a natural cure where i saw a testimony of someone who suffered the same sickness i was going through and the person got his cure through herbal medication, then, i followed the email he shared and i contacted the doctor, i got my cure as well, incase you are going through same sickness, you may contact the doctor through his email:

Caleb Maya said...

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E-mail (
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Mara Kelila said...

God bless Dr. Advika for his marvelous work in my life, I was diagnosed of Chronic Obstructive Pulmonary Disease (COPD) since 2014 and I tried several medications hoping it could cure me but it didn't, I needed to get these deadly COPD out of my system, I searched about some possible cure for the disease and i saw some amazing comments about Dr. Advika of Unique Spell and Cure Temple and how he cured COPD with his herbal medicine and cure spells, I contacted him for help and he guided me. I immediately asked for a herbal cure option of his COPD solutions, and he started the remedy for my health, he sent me the medicine through UPS SPEED POST. I took the medicine as prescribed by him and 14 days later i was cured from COPD, thank you Dr Advika on

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