With a mystery buried in plain sight, GSK and Weber Shandwick CHINA helped Athlete’s Foot sufferers break through social stigma to find A CURE for their condition.
Due to social stigma and shame, Athlete’s Foot is rarely discussed publicly in China. Those afflicted go to great lengths to hide their condition from others or avoid discussing it altogether. So, how could GSK introduce people to Lamisil, its world-leading cure?
Rather than discussing the infection openly, GSK and Weber Shandwick opted to simply help people discover the cure for themselves – creating a scenario wherein those afflicted could stumble upon the cure almost by accident.