Campaign details

Brand: GlaxoSmithKline
Agency: Flamingo
Country: UK/Germany


This is a project driven by empathy, from start to finish. From the outset, the aim was to not only drive empathy with sufferers of persistent pain, but also empathy with GSK teams in order to address their barriers as individuals and professionals. The research approach was designed to be empathetic to its participants' needs; the insights from the research were communicated in a way that was empathetic to how the client team needed to learn about their consumers' lives; and ultimately it was turned into strategy that put these consumers at its centre.

The innovation in this project was not in one individual element, but in the combination of all elements, assembled to shed new light on a poorly-understood group and to communicate learnings in the most compelling way