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GCI Group and GSK Consumer Healthcare Win 2015 IABC Silver Leaf Award

GCI Newsroom, Healthcare | November 17, 2015

IABC Silver Leaf Award

GCI Group, in partnership with GSK Consumer Healthcare (formerly Novartis Consumer Health Canada Inc.), is thrilled to receive further industry recognition for the VOLTAREN Emulgel® Stay in the Play public relations campaign – the 2015 IABC Silver Leaf Award of Excellence for Media Relations.
GCI worked closely with the VOLTAREN Emulgel® brand team to develop and leverage a “triple-effect” approach to cut through a cluttered, competitive media landscape, communicate product characteristics credibly and encourage purchase and trial among a target audience.

This winning campaign engaged “everyday athletes” through the VOLTAREN Emulgel® Stay in the Play contest microsite, for an opportunity to interact and play with former hockey stars and campaign spokespeople Trevor Linden and Curtis Joseph at an on-ice event in Toronto. The campaign was supported by a media tour in Vancouver, Calgary, Toronto and Ottawa, as well as a social media strategy, to drive awareness and excitement to the main event and campaign messages.

As a result, the VOLTAREN Emulgel® Stay in the Play campaign exceeded all benchmarks, while inspiring Canadians to be physically active.

This is the second communications award the GCI Health & Wellness practice has received for this campaign, following the 2015 CPRS Achieving Communications Excellence Award earlier this year.