Smiling Romania
Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.
Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?
Founding Story
Andreea
Category Activation Manager Oral Care
My passion and proven ability to make things happen.
, B, Bucharest
, B, Bucharest
National level
Health Care
The information you provide here will be used to fill in any parts of your profile that have been left blank, such as interests, organization information, and website. No contact information will be made public. Please uncheck here if you do not want this to happen..
Growth (your pilot is up and running, and starting to expand)
The innovation of the Smiling Romania campaign lays in the fact that it brings together Romanian authorities, dentists, consumers, celebrities, and NGOs with the same goal: to create a healthy generation through education and prevention. Until this campaign, no health public institution took publicly any actions for a healthy oral care behavior. It is also the first campaign that combines commercial agenda with a social one.
•Thus, after 6 round tables in 6 cities involving over 80 public health representatives and 238 participants, the campaign started a long term educational project targeting 13.500 children in 45 kindergartens and 90 schools in Romania by the end of 2013.
•Setting over 50 smiling corners in social centers from 3 NGOs including United Way Romania.
•Over 6000 children and adults from social centers received oral care products and oral health advices from the dentist. Also in campaign gathered 10.000 Euro which will be spent to treat the most serious oral care problems of children from social centers.
•We distributed over 30.000 birth kits in maternities for mothers who contains advice for a good oral health and oral care products.
•Over 1200 dentists from 42 counties agreed to be our partners in campaign and provide advice and free consultations.
Our aim is to reach every child from Romania and their parents to made them to brush their teeth twice a day, to make them aware about the importance of a healty diet and to increase with 10% the number of people from Romania who have regular visits at the dentist.
We create value by changing people's life. Smiling Romania is a campaign which can change the future and help to increase consumption of oral care products in Romania.Oral care category has decreased by 15% in volume in the last two years. Smiling Romania will bring new consumers into the oral care category.
Through dedicated marketing budget,significant sampling activities( products and educational materials )GSK expertise in government affairs,celebrities and internal dedicated people resources with external agency support.
A campaign with a significant shared value approach will show results on a long run through increasing the reputation of the company and the level of trust. Due to the business impact a long term budget was designed from the beginning. Also, due to the number of partners, we also take into consideration external funds through public auctions and fund raising.
The campaign is supported at national level by Ministries of Health and Education(Secretary of State level), national and local Authorities ( city mayors), Dens of Dental Faculties,local Pharmacies and Dental Students Associations and Better Oral Health Platform.
Smiling Romania campaign received support in terms of government affairs from general management team and from internal communication team.Also received financial support to sustain samples, educational materials and educational media .In the same time we had a lot of internal encouragement for our ability to demonstrate that we can drive commercial agenda and in the same time to do a difference in the community.
Push back received was return of investment on the program.