Boehringer Ingelheim’s ATS Sponsorship

Medical congresses are a vital channel for both disseminating information and building brand awareness. In addition to the exhibit on the show floor, most congresses offer exhibitors additional opportunities in the form of sponsorships for reaching healthcare professionals (HCPs).

When Access client, Boehringer Ingelheim, reviewed the sponsorships on offer from the American Thoracic Society (ATS), they noticed that there was nothing about sustainability, one of Boehringer Ingelheim’s core values. Access and Boehringer Ingelheim approached the team at ATS and suggested a sustainability sponsorship, a suggestion met with enthusiastic approval.

Collaborating with ATS Congress Management, the Moscone Center, Recology of San Francisco, and The Recovery Crew (a trio of artists with a shared passion for repurposing materials), the Access team suggested a live art installation: a sculpture that would speak to Boehringer Ingelheim’s commitment to human health, lung disease, and sustainability. The sculpture would grow and develop throughout ATS.

The Experience

The proposed activation involved creating a sculpture using “found recyclable” materials, including attendee and exhibitor recyclable waste items, to produce an artwork that speaks to Boehringer Ingelheim’s commitment and leadership in human health, lung disease, and sustainability. The installation explored the intricate relationship between urban environments—including an intricate cityscape of San Francisco created with waste cardboard! — and natural ecosystems, particularly focusing on lung health and balance. The sculpture is loosely based on the dual conical shapes of a set of human lungs and can rotate.

Large containers were provided for waste collection. The artists curated the collected materials, ensuring they were clean and suitable for the sculpture.

Transformed recyclable materials were added to each side of the lungs to maintain balance. The resulting sculpture evolved into a dynamic display representing the physical lungs, disease awareness, and the resilience of patients battling interstitial lung disease (ILD).

The sculpture was lit and base-mounted so that it would have a life beyond the ATS lobby at Moscone Center, whether on permanent display in a new location, or on the road as part of an exhibit.

Reflecting Boehringer Ingelheim’s commitment to healthcare: “Improving the health of humans – for generations,” the finished sculpture conveyed messages about human health and sustainability.

Signage reminded attendees viewing the sculpture to visit space 928, the Boehringer Ingelheim disease state exhibit on the exhibit floor, which focused on learning more about ILD.