GSK - Smile Romania in the Romanian Parliament

Brief:

GSK’s Smile Romania campaign aimed to secure political support for essential oral health reforms and raise awareness about GSK’s CSR efforts. The challenge was to engage decision-makers despite the campaign being brand-driven.

Solution:

We decided to take the campaign directly to the Romanian Parliament. With the help of a group of young campaign ambassadors, we brought the conversation to the Healthcare Committee, encouraging lawmakers to show their support.

Results:

The outcome was strong. Over 50 political leaders and key opinion leaders (KOLs) from across the political spectrum signed the campaign billboard in support. The campaign also generated significant media attention, including interviews with politicians, amplifying the message even further.