What is the benefit or value you're creating for your business?
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.
How are you leveraging internal resources (funds, time, knowledge, etc.) to support this initiative?
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.
Expand on your answer, explaining the long-term funding and support plan.
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.
Tell us about your partnerships across your company and externally that are key to your project's success.
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.
What internal support have you gotten for your project? What kind of push-back have you received?
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.