Macleans – Internal Launch
GSK needed a creative way of communicating the growth of the oral health division to its office and factory staff. The oral health ‘RBT’ (Random Brush Test) was born, where all GSK employees were pulled over by actors posing as ‘Oral Health Cops’ conducting a fake RBT as they arrived for work. All employees were given a ‘fine’, which contained key messages about the oral health program, as well as an invitation to a brand presentation and competition entry form. The brand presentation received the highest ever attendance figures, and the event has been held as a benchmark for internal comms within the global GSK oral health division.