Cambre was asked to create a positive public affairs environment around the launch of a new product in the area of men’s health, with a particular focus on promoting the benefits of self-care and the advantages of over the counter (OTC) medication in this therapeutic area.
Cambre developed a framework for global PA and PR campaign to raise awareness of the importance of this medical condition for men’s health and promote the value of self-care and OTC medication as a solution. The strategy was developed around a global public opinion survey in 7 markets on attitudes towards this medical condition and opinions on self-care and OTC compared to other therapeutic solutions. The evidence from the survey supported global PR and PA activities in Europe, North America and Australasia, an internal communications toolkit, and active engagement with key stakeholder groups including regulators, policymakers, payers, and patient groups.
The framework developed by Cambre enabled a joined-up global PR and PA campaign, with the flexibility for regional variation in accordance with local needs. The successful campaign accelerated the launch of a self-care coalition of interested stakeholder organisations and ultimately conditioned the successful launch of the product.