Spotlight On: Dow's "Human Element" in China Chinese media and Dow executives spent the weekend at a resort on the Great Wall Dow executives were able to directly engage media and receive their feedback Extensive internal communications engaged employees in e-mails, video and in person The Blue Planet Run stopped in China on its worldwide tour promoting clean water Background The Dow Chemical Company named GolinHarris its global agency of record just prior to the high-profile Human Element (Hn) campaign arriving in China. The brief brought together GH teams in Beijing and Shanghai, resulting in one of the agency's most rewarding campaigns in mainland China to date. Objectives Objectives of the campaign included: Enhancing Dow’s corporate reputation within mainland China, growing and sustaining awareness, understanding and advocacy of Dow’s commitment to be a global leader in sustainability and its efforts to help solve some of the most pressing world challenges. Engaging staff to act as Hn ambassadors to impact “influencers” and the community as a whole. Educating Chinese "influencers" on what sustainability is and inspiring them to take action that will help address larger issues such as energy, clean water, food supply, sustainable housing, and workplace health and safety. Campaign Media Retreat – In Beijing, GH consultants brought key journalists from the capital as well as Shanghai to a weekend retreat with Dow. Held at a resort near the Great Wall, the retreat allowed company executives to enrich relationships with the media and share the company’s story in an interactive and fun way. Internal Comms – Corresponding with the external launch, Shanghai consultants coordinated a major internal program to instill Chinese employees with Hn values through a video message from the regional president and an informative Web site. Blue Planet Run – The début of Hn in China culminated with the Dow-sponsored Blue Planet Run, a worldwide marathon to promote safe drinking water. GH engaged five runners, former Chinese speed-skating world champion Yang Yang and Dow executives to announce the initiative as it passed through Beijing. The event attracted dozens of journalists and five TV stations. Results Senior journalists gained a fuller understanding of the company’s role in China and commitment to the larger purpose of sustainability. This resulted in nearly 100% positive media coverage following the campaign launch in more than 100 media clippings. More than 250 Dow employees across China attended Hn pre-launch workshops and readership of internal communications is estimated at higher than 90%. The campaign attracted extensive attention by citizen bloggers who have commented positively on Dow’s role model status for local companies and the inspirational Hn campaign.

1,000-Strong Kiwi Choir Sings in Hong Kong

Organized by GolinHarris, the event served as a grand finale of a ZESPRI educational campaign for local schools in support of the Hong Kong Department of Health’s “2+3” initiative, which encourages people to eat two servings of fruit and three servings of vegetables every day.

The highlight came early in the program, when more than 1,000 students and their parents—all clad in ZESPRI kiwifruit T-shirts and jeans—sang and danced to an original song about kiwifruit.

As part of the summer-long school program, ZESPRI conducted health talks and gave out free samples of kiwifruit—widely recognized as the world's healthiest fruit—to 10,000 children, from K3 to primary. The huge scale of the event made it irresistible for local media, who gave it wide coverage in prominent dailies and magazines.

Uncle Tobys Warms Hearts During "Down Under" Winter

In the southern hemisphere, winter has set in.

For generations, millions of Aussies have started their winter’s day with a warm bowl of Uncle Tobys Oats, yet despite the nation’s love for the brand, its health benefits have long been underestimated—specifically its potential to help curb the nation’s cholesterol issues.

Our objective was to spread the message that oats are rich in beta-glucan, a soluble fiber that can help lower cholesterol re-absorption for heart-wellbeing. Doing so required an extensive, national PR campaign targeting newspapers, breakfast TV, radio presenters, lifestyle and health magazines.

The team commissioned a survey of Australian consumers and general practitioners, which found that that a large proportion of people overlooked foods such as oats to help with their cholesterol. This statistic stood in stark contrast to the fact that more than 80% of general practitioners agreed that oats were important for maintaining a healthy heart.

These survey results provided us with a unique opportunity to secure editorial coverage on the nutritional benefits of Uncle Tobys Oat products. However, to ensure our media angle was not perceived as being too commercial, GH enlisted the support of two high-profile health professionals to champion the product and its health benefits.

Our campaign has resulted in extensive editorial coverage across a broad range of media channels, already having reached more than 15 million Australians.

PhRMA Makes a House Call to Patient Groups

Press conferences in Tokyo and Osaka engaged patient organizations

Japan, the world’s second largest market for pharmaceutical products, is renowned for its universal healthcare. But governmental regulation means patients may not always have access to products available abroad.

To promote awareness and the active role of patients in healthcare, GolinHarris assisted the Pharmaceutical Research and Manufacturers of America (PhRMA) hold information sessions in Tokyo and Osaka as part of the “Alliance Development Program”, a recently launched patient-outreach initiative.

Drawing on our extensive experience in public affairs, GH supported the Alliance Development Program to establish PhRMA as a valued source of information, support dialogue between PhRMA and patient organizations and provide a forum for member companies to engage patient organizations.

The program in both cities achieved PhRMA’s objectives. In Tokyo, 54 guests, and in Osaka 35 guests from patient organizations across Japan, voiced their appreciation for such opportunities, conveying positive feedback on PhRMA’s initiative.

New Pfizer Treatment Wins Approval in Singapore

Pfizer Global Pharmaceuticals recently tasked our Singapore team with launching SUTENT, a prescription drug used to treat a rare cancer of the stomach and intestine, Gastrointestinal Stromal Tumor (GIST).

Formerly, the primary treatment option for patients with GIST was surgery followed by radiotherapy and treatment with Glivec, a competitor drug. However, patients who are taking Glivec typically grow resistant after one or two years. Hence, there was need for an alternative drug. This came in the form of SUTENT, which was approved by the U.S. Food and Drug Administration in early 2006.

Though we had to work within a short time period to plan and launch the campaign, our consultants conceptualized the SUTENT positioning as offering healthcare professionals and their patients more choice for treating GIST. The team also interviewed several SUTENT patients as part of a clinical trial program, sharing their positive experiences with the media.  

The press conference announcing the Singaporean Health Sciences Authority’s approval of SUTENT saw turnout from key dailies, broadcast media and pharmaceutical publications. In addition, the team managed to secure feature stories and interviews on radio and in health magazines.

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Dove Draws Attention to Taiwan Beauties

Determined to debunk the stereotypical idea of beauty, Dove—skin, body cleansing and hair care product manufacturer—established the non-profit Dove Self-Esteem Fund. GolinHarris has played a leading role in accomplishing the foundation’s goals in Taiwan.

Aiming to help Taiwanese girls ages 11 to 14 build a positive self-esteem by understanding and dealing with feelings about physical appearance, our consultants decided to humanize the issue by conducting a “Painting Survey.”

Painting self portraits, young girls highlighted the aspects of their appearance with which they felt unsatisfied. The activity helped to reopen an island-wide discussion about what truly constitutes beauty. Starting in the fifth- and sixth-grade classrooms of six elementary school classrooms in 2006, the program now encompasses more than 600 schools.

The team enlisted a psychologist, a student counselor and a famous celebrity to discuss true beauty at a media gathering announcing the results of a white paper study, which helped coin the term “Taiwan Barbie Generation” to signify girls ages 11 to 17 who have low self-esteem due to their physical appearance.

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Baby Walk Puts Wyeth a Step Ahead

More than 600 families stepped out in support of PAW Walk

2007 marks the second year of the Pneumococcal Awareness (PAW) Campaign in Singapore, an ongoing effort by Wyeth and GolinHarris to raise awareness about the potentially fatal infection.

Recognizing the need to further cultivate media interest in the one-and-a-half-year old awareness campaign, the team conceptualized a landmark event, the PAW Walk.

On June 10, more than 600 families stepped out in support of the PAW Walk, the first-ever walk for babies and toddlers in Singapore. Held at Bishan Park, the event featured a 100-meter walk that families could complete together. At a pledge booth positioned at the finish line, participants inked their support for the fight against pneumococcal disease, pledging to tell three other parents about it.

A vibrant carnival of activities kept the little ones entertained as parents put forward questions about pneumococcal disease to on-site Wyeth consultants. Additional segments such as an info-skit and a baby photo contest also injected fun and excitement into the morning.

A well-crafted pitch, intensive publicity efforts and a successfully implemented family event all contributed to making this year’s PAW Campaign even more successful than the last. The 2007 initiative collected 50 pieces of coverage and reignited nation-wide interest in pneumococcal disease.

The family event featured a walk that parents and children could complete together

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Levitra Continues to Grow with Dramics

Dramics have proved to be a hit in Hong Kong

The Dramics advertising campaign devised by Hong Kong’s marketing and brand strategy practice has been so successful at boosting awareness and sales of Bayer HealthCare’s erectile dysfunction treatment, Levitra, that a second round is now being developed.

The eight advertisements made in the second half of 2006 helped Levitra enjoy a 244% jump in sales in the first three months of the campaign and a 56% year-on-year increase during the first seven months of 2007.

The Levitra campaign took home the 2006 International Association of Business Communicators’ Gold Quill Award of Excellence for Advertising (Conventional Media) and Award of Merit for Marketing Communications.

Finmeccanica Off to a Flying Start in Japan

Italian aerospace and defense company, Finmeccanica, relied on our Tokyo team to guide its entry into Japan.

Finmeccanica was recently awarded a two-billion U.S. dollar contract by the Pentagon to supply 145 C27-J Spartan utility transport aircraft. At the Paris Air Show, its helicopter-manufacturing division, AgustaWestland, was one of the largest exhibitors. And most recently, Finmeccanica flew into Japan at full strength, announcing its intention to set up shop and expand its influence in the Japanese and Asian markets.

With our Tokyo office’s close ties with the aerospace industry and media, GH proved to be the perfect wingman, consulting Finmeccanica on current market conditions and socio-cultural barriers.

Finally, at a press conference that drew 42 journalists from domestic and foreign media, we arranged exclusive interviews for CEO Pier Francesco Guarguaglini with the Financial Times, Reuters, the Nikkei Business magazine and Nikkan Kogyo Shimbun, positioning Finmeccanica as the high-flyer in the region.

GolinHarris helped guide Finmeccania to a successful landing in Japan

HotelClub.com Announces Asia's Best

Which hotspot gets your vote as your favorite Asian retreat?

Leading online accommodation provider HotelClub.com recently conducted an online survey called “Asia’s Best Hotels & Resorts 2007” to answer this very question.

In June, GolinHarris helped HotelClub.com announce the winners during a gala ceremony high atop Hong Kong’s most “must see” tourist destination, the Peak. The team was responsible for media relations for the event, holding a press conference prior to the ceremony and successfully generating coverage for its new client.

You can visit www.hotelclub.com to see reader recommendations on where to stay in Asia.

Lite-On Lights Up Taiwan Trade Show

Highlighting LED manufacturer Lite-On’s ability to design lights for any application, our Taipei team commissioned an array of activities that illuminated the LED Lighting Taiwan 2007 trade show. The resulting “styLED” campaign helped Lite-On stand out against competitors and create a lasting impression on customers.

Our consultants proposed three integral items: “LED clothing” made from real LED lights; a “three-scenario setting” tradeshow booth featuring a digital living room, a high-tech office and an outdoor area; and a neon fashion show/cocktail party to strengthen customer relationships.

The team oversaw production of the LED clothing made by students at Shih Chien University, a leading university for fashion design. We then supervised booth production and executed a fashion show featuring two models wearing LED fashion, drawing hundreds of spectators and multiple media organizations.

On the second night of the trade show, GH held a cocktail party/fashion show for Lite-On customers, in addition to managing production of a runway stage and directing the design of the fashion show.

The LED Lighting Taiwan 2007 trade show and activities were a success, as customers and Lite-On management expressed satisfaction and enjoyment with the results. The booth’s unique design and LED fashion show drew an estimated 4,000 visitors, while a total of 90 Lite-On customers and staff attended the fashion show cocktail party, posing beside the LED models and partying late into the night.

Although Lite-On’s focus was on customer relations, the success of the booth design and party generated a total of 52 media clippings, the total equivalent advertising value (EAV) amounting to nearly 19 times the PR fee.