About Us

GSK:

04 Feb 2015

Challenge:

Perhaps even more than the rest of the Romanian health system, oral health faces serious funding and legislative problems.

In this context, GSK’s Smile Romania campaign aimed to gain political support for the necessity of oral health measures and raise awareness over the GSK CSR activities.

Since this was a brand related campaign, it was difficult to promote it to the decision makers.

Solution:

Point PA’s strategic approach was to take the campaign directly to the legislative source: the Romanian Parliament. With the help of young campaign ambassadors, the campaign was discussed in the Healthcare committee, and lawmakers were invited to express their support.

Results:

More than 50 political groups leaders, political KOLs and politicians (covering the whole political spectrum) signed the campaign billboard, expressing their support. This active presence in the healthcare committee also generated extensive media coverage, including interviews with politicians.