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GSK Orange United - Engage with a cause globally


In 2013, GSK and Save the Children formed an ambitious long-term global partnership combining their expertise, resources and influence to help save the lives of one million children.

Region EMEA
Practices Reputation Management and Corporate Communications

The Challenge

A key objective of the partnership is to inspire and engage GSK's 100,000 employees, with the ambition of encouraging them to raise £1 million a year for Save the Children's work, which will be matched by GSK.

The Solution

MSL partnered with the Global Brand Team at GSK to create a strong, visual employee engagement brand - Orange United - to help bring this ground breaking partnership to life. Working within highly secure internal infrastructures, we created a central microsite for Orange United, global campaign toolkits and local ambassador programmes tailored around Orange United Week, Christmas and New Year.

GSK and Save the Children: Orange United from MSLGROUP UK on Vimeo.

The Results

So far, the results have been impressive, with 1 in 3 employees aware of the partnership, 30 markets participating and 98% of GSK colleagues surveyed saying the partnership with Save the Children makes them feel proud to work for GSK.

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Additional work

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