MBA launches GSK’s first brand-focused media partnership
A reputation study highlighted that there is more to do for GSK to demonstrate its ‘citizenship’ attributes – people judge brands less by what they say, but by what they do…| April 15th, 2015
To increase awareness and shift perception around GSK’s master-brand, we needed to challenge the stereotypes of big pharmaceutical companies and promote their positive work with Save the Children and the development of the Malaria vaccine.
We wanted to start conversations around key health topics and the perfect time to do so was to release content in the run up to World Health Day, when relevant issues are promoted on a global stage.
Finding sustainable healthcare solutions to stop preventable children’s deaths in partnership with STC and being a global leader in Malaria vaccine development with not for profit pricing, provided a huge amount of stimulus to tell powerful stories and we needed a media partner with enough clout and credibility to do this work justice.
The Guardian provided a great platform for us to partner with, since the Bill & Melinda Gates Foundation had already previously approached them to set up a Global Development section of the site. By creating and distributing Guardian-led editorial through a bespoke hub site, it meant that GSK could be present in places where the informed public already consume their media.
The Guardian editorial are providing depth and context to the GSK subject matters in the form of focused diary pieces, reports, infographics, Live Q&A sessions, an 8-page print supplement and live seminar which will be released over the next few months.
GSK were also able to provide credible brand ambassadors to feature in the content such as Dr Joe Cohen, one of the inventors of the Malaria vaccine and Dr Elizabeth Molyneux, who invented the baby bubble, a device that won last year’s HealthCare Innovation Award.
Check out the content hub here and find out how GSK is making a change.
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