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Case studies
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 GSK: Connects with the Community |
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In 2007 and 2008, RLPR helped GlaxoSmithKline launch and maintain a campaign that would showcase their commitment to underserved communities – specifically among Hispanic and African-American populations. The effort would focus on obesity, as GSK was simultaneously launching its FDA-approved OTC weight loss aid, alli.
Together, GSK and RLPR created the Multicultural Council on Weight Management – a group of experts devoted to helping African American and Hispanic consumers in need of basic weight loss information – and to bring their knowledge directly to the consumer.
The campaign included the launch of bilingual website, the distribution of thousands of bilingual brochures, hosting free educational seminars/events in NY and Chicago, and involving the Council in consumer-focused speaking engagements around the country.
Over the years, more than 20 million consumers have been touched through this program through media, via the website, through events and the brochure.
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