Magazine article Marketing

Best Integrated Programme

Magazine article Marketing

Best Integrated Programme

Article excerpt

WINNER

Client

The Wrigley Company

Agency

TBP-Eurobrand

HIGHLY COMMENDED

Client

The History Channel

Agency

In-house

HIGHLY COMMENDED

Client

Ernst & Young

Agency

DMB&B Financial and Springboard Design

WINNER

By the end of this year, Wrigley expects half the UK's dental practices to have signed up for its Oral Healthcare in Action (OHA) programme.

Launched in January 1998, with the publication of a report, 'Oral Health and Sugarfree Gum', the programme cost the company about [pounds]500,000 over the first 18 months.

By raising awareness of the role of saliva in dental health, it aims to persuade the dental profession to recommend the benefits of chewing sugarfree gum.

Elements in the programme include advertising in the trade press, a patient education action pack, a quarterly magazine, leaflets and posters. Orbit for Children, the UK's first kids' dental care gum, was launched with an ad in the dental press with a sample attached. …

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