GSK - #1000WaysICan
CAC-1000 Plus launched a public service campaign aimed at addressing calcium deficiency in women. The TV commercial, set to a nostalgic Pakistani tune, celebrated women of all ages. The campaign depicted mature women performing activities typically associated with younger girls in Pakistan, highlighting their vitality and vigour.
CHANNELS: TV, YouTube, Facebook, and Instagram.
In a society where health issues are at the backburner, especially among women, CaC-1000 PLUS as a responsible market leader took on a challenge to create behaviour change linked to wellbeing. We aimed to make Pakistani women aware and act by consuming Calcium regularly, resulting in strong bones and a better quality of life. Whereas such macro societal level changes take decades, we managed to increase regular Calcium intake and reduce Calcium deficiency among Pakistani women while spearheading the category and our brand to an unprecedented growth trajectory.`