Telemundo this week announced a campaign in partnership with Boehringer Ingelheim Pharmaceuticals Inc. to drive awareness for Type 2 Diabetes through storyline integrations in the original production, “Bajo el Mismo Cielo,” that will begin Wednesday, August 26.
Storyline integrations will follow Andrés Cabrera, a character suffering from Type 2 Diabetes, as he manages his disease. The integrations will be supported by a custom vignette airing in conjunction with the storyline and hosted by actor Juan Cepero in character as Cabrera, who will encourage viewers to visit www.cuidatudon.com for more information about Type 2 Diabetes.
“This first-of-its-kind partnership with a pharmaceutical company offers us a unique opportunity to make a difference in the lives of our viewers by delivering vital diabetes awareness messaging through a character on a primetime novela,” said Raquel Egusquiza, Vice President of Community Affairs, Hispanic Enterprises and Content, NBCUniversal. “Boehringer Ingelheim’s established expertise on this topic is a valuable resource to support our Prevenir Es Vivir campaign and we’re thrilled to be conveying our shared message through this innovative format.”
The novela follows the story of a father who, in search of a better future for his children, suffers the difficulties that many immigrants face in search of the American dream. The series stars Gabriel Porras, Maria Elisa Camargo, Luis Ernesto Franco and Julio Bracho, among others.
Additional elements of the campaign will include video exclusives within the novela’s section on Telemundo.com and Boehringer Ingelheim sponsored custom segments on “Un Nuevo Día,” featuring Q&A-style segments with health experts provided by Boehringer Ingelheim, a cooking demo with Chef James and a “Truth or Myth” segment delivering facts about Type 2 Diabetes.