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Case Studies
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 GSK: Connecting with the Community |
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In 2007 and 2008, RLPR helped GlaxoSmithKline launch and maintain a campaign that showcased the drug company’s commitment to underserved communities – specifically among Hispanic and African-American populations. The effort focused 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 Hispanic and African- American consumers in need of basic weight loss information.
The campaign included the launch of a bilingual website, the distribution of thousands of bilingual brochures, the execution of free educational seminars/events in NY and Chicago and the involvement of the Council in consumer-focused speaking engagements around the country.
More than 20 million consumers were touched by the program in the media, through brochure distribution and by participating in various sponsored events.
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