As brands celebrate and salute women and womanhood on the occasion of International Women’s Day, GSK Consumer Healthcare’s Women’s Horlicks has taken a unique route to engage with the women of strength. Understanding that inner strength is crucial to the well-being of any person, the brand has launched a unique campaign last week- #StrongToTheBone to create awareness about the condition of low bone density among women.
Breaking down the stereotypes of women and strength, the brand has used subtle visual elements and consumer engagement to drive awareness around #StrongToTheBone. This campaign, targeted primarily on women over 30 aims to create conversation around bone health with a clear call to action for the women to take a step towards their health, primarily bone health. Indian women are prone to low bone density post the age of 30 years and Women’s Horlicks, designed specifically for women, has strongly taken up the cause of educating consumers about it.
The consumer connect programme has been driven digitally through social platforms like Twitter and Facebook. Organic conversations in these areas have resulted in a higher engagement with the consumers. As a part of the campaign, the brand also launched a digital film which showcases the lives of 4 women who have chosen to live their lives in a certain way. These talk of women who have changed small things in their lives to achieve something. The storylines are from our daily lives narrating the seemingly ordinary wins of extraordinary women who could be the mother who learns to swim, or the women who moves helps in moving the house to helping her husband to change a tyre. These are all simple relatable and real-life situations which establish the need for strength from women every day.
As a part of the communication, women are encouraged to take an online Bone Mineral Density test. By answering a simple 5 question test, a woman can gauge if she is at risk of low bone health. If she is found to be at risk, then Women’s Horlicks provides them an opportunity to get a free bone mineral density test done at a facility near their home.
Commenting on this Prashant Pandey, EVP Marketing – Nutrition & Digestive Health, GSK Consumer Healthcare, says, “While 1 in 2 women (above 30 years of age) in India may suffer from weaker bones due to Low Bone Mineral Density, they are rarely aware of the condition and its implications. With our new campaign, Women’s Horlicks poses a question to the women of today- “Are you #StrongToTheBone? As pioneers in nutrition for women, we felt that this Women’s Day it is our responsibility to talk to them about their own bone health to make them stronger inside and outside.”
This campaign was conceptualized in partnership with The Glitch, with media strategy by PhD.
