Environmental issues advocacy campaign
CASE
Challenge
A multinational pharmaceutical and biotechnology company wanted to raise awareness and initiate a dialog about making environmentally conscious choices when prescribing estrogen-based contraceptives. The challenge was to engage a range of stakeholders – including decision-makers, women and healthcare professionals – in a conversation about how pharmaceuticals can benefit both people and the environment. The initiative faced two chief challenges: the perception of eco-friendly pharmaceuticals as less efficacious, and the difficulty in reaching key decision-makers across numerous regional healthcare authorities.
Solution
Employing Gullers’ proprietary Perspective Sprint Methodology, we brought together experts from environmental science, marketing strategy, public relations and public affairs to rapidly ideate solutions. This cross-disciplinary approach led to the creation of a symbolic product: bottled “non-synthetic water”. This tangible representation of a vision to rid water supplies from synthetic pharmaceutical residues – served as a powerful conversation starter. We strategically launched this initiative during an annual event that brings together politicians, governmental agencies, regional authorities, municipalities, NGOs, business, think tanks, public policy institutes and knowledge-hungry citizens for a week of seminars, roundtables and talks. We maximized exposure and engagement by leveraging various channels, including a popup that passed out free water bottles, earned media, panel discussions and policy prescriptions.
Results
The non-synthetic water campaign made a significant impact, leading to direct engagement with 30 key decision-makers. It garnered widespread media attention, including airtime on national TV, mentions in over 20 print/online publications, as well as a seven-minute segment on a major morning TV show. Our earned media reach exceeded 21 million, amplifying the conversation about pharmaceuticals that support both human health and environmental sustainability. By utilizing the Perspective Sprint Methodology, we could rapidly develop and execute this innovative campaign, significantly reducing the time and resources typically required for such complex initiatives. The symbolic product approach allowed us to create a high-impact campaign with minimal production costs, maximizing return on investment for the client.
