About Glaxo Smith Kline (GSK)

Commissioned by the Department of Health and GSK, our campaign aimed to reduce HIV/AIDS spread among sub-Saharan UK communities and newly arrived Africans. We focused on creating marketing collateral and boosting brand awareness through media and influencer marketing.

Approach

Our campaign targeted the spread of HIV/AIDS among sub-Saharan UK communities and newly arrived Africans. We distributed press releases and articles addressing stigma, prevention, and testing through strategic media relations. Additionally, influencer marketing engaged key figures to advocate for testing and stigma reduction.

Results

Our campaign garnered press coverage across ten influential black and minority (BME) media outlets in the UK, including the Voice Newspaper, BEN TV, and Spectrum FM, reaching hundreds of thousands. We distributed 20,000+ leaflets, posters, condoms, and ‘Break the Silence’ cassettes to 500+ high-traffic London outlets. Post-campaign analysis revealed a 40% rise in Helpline awareness and resource awareness among the target group, with a 15% increase in Helpline calls over the subsequent six months