GlaxoSmithKline (GSK) - Case Study

Category

Digital | Media | PR | Experiential and Outreach | Strategy | Creative | Production | Consulting

Client

GlaxoSmithKline (GSK)

Our Task

GSK is one of the world’s leading research-based pharmaceutical healthcare company. Hepatitis B is a serious disease, which can become life-threatning. The aim of the campaign is to raise the awareness and understanding of the risks of Hepatitis B amongst UK residents who are travelling abroad to visit friends and family, in particular those travelling to India and Pakistan.

What we did

With extensive knowledge of working with hard to reach audiences in the UK we identified the attitudes, beliefs and behaviours, practical, cognitive and emotional drivers/barriers that are characteristic of Indian and Pakistani travellers in the UK. We considered cultural, religious and societal beliefs and traditions when developing the strategy and the tone of voice for the campaign. This included assessment of attitudes towards the health risks posed by travelling to a familiar destination, beliefs about the need for protection/travel health advice and the extent to which these are ‘embedded’.

We launched campaign video, a two-minute Vox pop, which ran across Indian and Pakistani TV channels during peak time slots and around travel shows, general entertainment and drama programs. Radio phone-ins were arranged on relevant Asian Radio stations covering areas with a high proportion of VFR travelers to India and Pakistan. Posters and leaflets were distributed to local GP surgeries, pharmacies, travel agents and places of worship such as Mosques with high footfall within our 25 core target regions in the UK. In order to interact with families we had presence in the form of a campaign branded stand at the popular London Mela event. In addition, we obtained extensive editorial coverage in the Asian media.

What we achieved

Overall campaign reach: 4,0177,57.00