Gingi-what? Week in 2007
While there seems to be a different disease or condition featured in the media every week in
Australia, the traditional “Health Week” concept can still help underpin an effective new campaign.
Palin Communications worked with Johnson and Johnson to develop Gingivitis Week in late April 2007 with a view to raising awareness about the condition and promoting the “healthy mouth/healthy body” concept to health-conscious adults.
The week incorporated a series of media relations programs including healthcare professional journals, Sunday newspapers and TV news in the lead up to Gingivitis Week and dental spokespeople in each state available for interviews to discuss new commissioned research. There was also a major promotional event with sampling in
Brisbane,
Sydney,
Melbourne,
Adelaide and
Perth.
There was strong trade editorial support for the week, plus substantial newspaper, TV and radio stories in support. The sampling was huge and the crowds loved the events – especially in Sydney where Sami Lukis hosted our event to set a new Australian record for the most number of people rinsing and spitting with a mouthwash in one go.