Title	RECIPES REWRITTEN
Brand	SWISS CANCER LEAGUE
Product/Service	SWISS CANCER LEAGUE
Category	B02. Non-profit / Foundation-led Education & Awareness
Entrant	FARNER PR Zurich, SWITZERLAND
Idea Creation	FARNER PR Zurich, SWITZERLAND
Media Placement	FARNER PR Zurich, SWITZERLAND
PR	FARNER PR Zurich, SWITZERLAND
Production	atem collective Winterthur, SWITZERLAND
Post Production	atem collective Winterthur, SWITZERLAND

Name	Company	Position
Philipp Skrabal	Farner Consulting AG	Chief Creative Officer
Janine Zundel	Farner Consulting AG	Creative Direction
Martin Böni	Farner Consulting AG	Consultant
Mirjam Fröhlich	atem collective	Director & DOP
Lukas Fröhlich	atem collective	Director & DOP
Jonathan C. Meier	Jonathan C. Meier	Composer & Sound Design
Luca Steiner	Freelance	DOP
Raphael Werner	Freelance	Lighting

Why is this work relevant for PR?

Taste changes in cancer patients is a medical-technical topic treated purely by oncologists and nutrition experts. With RECIPES rewritten, the problem was made emotionally accessible for the first time. The PR-driven idea of three top chefs adapting their signature recipes to the taste changes of cancer patients has attracted widespread media interest. Through storytelling the medical-technical topic was emotionally approached and the mission of the Cancer League "to give those affected and their families the care and help they need" was manifested.

Background

Eating is more than nutrition and culinary enjoyment. Eating together integrates us into a community and thus fulfills a central need of humans. This is lost on those affected by cancer. Because two out of three cancer patients suffer from changes in taste because of the cancer or therapy. Eating is difficult for them, and they lose important social support. Since the topic is little known and affects both cancer patients and their loved ones, the Swiss Cancer League wants to make this medical-technical topic emotionally accessible and demonstrate their core mission to be there for those affected by cancer and their loved ones.

Describe the creative idea (20% of vote)

In the culinary experiment “RECIPES rewritten”, three internationally recognized top chefs adapted their best-known signature recipes to meet the taste changes of cancer patients. The media was able to participate to experience firsthand the interaction between chefs and the cancer patients. After the challenging process, an emotional short film was presented to the media. The rewritten recipes along with nutritional and cooking tips are publicly published and can be re-cooked by cancer patients and their relatives.

Describe the PR strategy (30% of vote)

The medical-technical topic was emotionally charged by involving top chefs, in the concept in a way that attracted public attention. By acting as taste experts to solve a real problem with great empathy for cancer patients, this moved a wide audience, and the issue of taste change became comprehensible. With the media popularity of celebrity chefs, maximum impact was generated with the media.

Describe the PR execution (20% of vote)

The culinary experiment of the top chefs is the core of execution and documented on film. In a tasting with people affected by cancer, the chefs adapted their signature recipes to reflect the changes in taste. The rewritten recipes were then made available online for downloading along with tips on nutrition and cooking. We invited Swiss national TV (RTS) to cover the production of our documentary. This documentary film was sent to the other media with a media release and was also shown to key stakeholders at the Zurich Film Festival.

List the results (30% of vote)

More than 25 Swiss media (consumer and specialist media) reported on the campaign, thus reaching 8.8 million people (Switzerland has 8.5 million inhabitants) with a media equivalent value of 2.3 million. Swiss national TV (RTS) attended the production with their own film crew and devoted 11 prime-time broadcast minutes. At the Zurich Film Festival, the film was shown as an opening film before an internationally selected film series on cancer. A media impact that the donation-funded Swiss Cancer League otherwise can’t afford.