Tag: Edelman

India – Edelman has announced a series of leadership elevations across its India team, aligning with the firm’s strategic vision for the next phase of growth and continued commitment to integrated client solutions.

Among the key changes, Ashutosh Munshi, previously lead advisor for brand marketing and communications, will take on the expanded role of lead advisor for integrated communications.

In this position, Munshi will oversee the integration of practices, sectors, and capabilities to support the delivery of comprehensive marketing solutions. Over his 22-year tenure at Edelman, he has played a key role in building the brand marketing practice and establishing the firm’s strategic planning and creative functions in India.

Karishma Gupte has been promoted to India brand lead, moving up from her current role as brand lead for Delhi and food and beverage sector lead. She will also take on additional responsibilities as head of the Delhi office. Over the past seven years, Gupte has led award-winning campaigns and contributed to the growth of the firm’s food and beverage portfolio.

Meanwhile, Vasudevan Rangarajan, formerly SVP for public and government affairs, has been named managing director of the practice. Rangarajan has spent over 13 years with the firm and, in recent years, has focused on strengthening Edelman’s policy advisory and stakeholder engagement capabilities.

Also part of the leadership changes is Pankaj Suri, who will relocate to Dubai to serve as EVP, people partner for the Middle East.

Suri, who has led the people function for Edelman India for more than 13 years while supporting APAC operations, will transition his India responsibilities to Ashutosh Thatte. Thatte will be elevated to vice president, people partner, effective June 1, 2025. Over his nine years at the firm, he has contributed to business alignment and culture-building efforts across the India team.

Speaking on the appointments, Bhavna Jagtiani, CEO of Edelman India, says, “Our clients and teams have placed deep trust in these leaders over the last decade. Together, we have built a culture of collaboration, quality and innovation that has been at the core of our client and people relationships. I am confident that together, we will unlock new dimensions of value for our clients and teams as we chart our next phase of growth in India.”

Singapore – Edelman has added Asia Pacific-based specialists to its global Workplace Advisory team, in response to growing demand for expertise in building and maintaining employer trust in Asia Pacific. The expansion of its workplace communications advisory and solutions offering comes shortly after the 2025 Edelman Trust Barometer report found that there is an unprecedented global decline in employer trust. 

The Workplace Advisory specialists operate across geographies to service clients’ requirements across 10 markets in Asia Pacific (Australia, India, Indonesia, Greater China, Japan, Korea, Malaysia, Singapore, Thailand, Vietnam), embedded within Edelman’s integrated teams to provide full-service communications solutions to clients. 

Jiejun Yan is the Asia Pacific Workplace Advisory lead. She brings two decades of experience as an external and in-house consultant working with C-suite leaders and global organisations in employer brand, transformation, culture and change communications, employee experience and surveys, training and leadership alignment & development. She is completing the executive Masters in Change at INSEAD and is a certified Human Resource professional, change practitioner and executive coach. She is based out of Singapore.

Meanwhile, Meghan Barstow is the president of Edelman Japan and the Asia Pacific Workplace Advisory strategic advisor. She brings decades of experience as a communications strategist with her work spanning across corporate reputation, brand, consumer and employee experience. Meghan has worked with C-suite leaders and global, complex and decentralized organisations to build integrated communication strategies, leveraging new technologies and creative approaches to break through the clutter. She is based out of Tokyo.

Daniel Billimack has come onboard as regional director, Workplace Advisory. He has extensive experience in business transformation, change management, people strategy, employee engagement and culture change. Besides native English, he is fluent in Japanese and has a proven track record working with multinational corporations operating in Japan and beyond. In addition to completing an MBA with a focus on global people strategy, Daniel holds PMP and SHRM-SCP certifications. He is based out of Tokyo.

Cristina Hargrave is regional senior supervisor, Workplace Advisory. She is a certified change practitioner and seasoned employee communications expert who is well-versed in working with CEOs and Communication leaders to effectively communicate with and motivate diverse employees across markets. She is based out of Seoul.

Heng Min Wong brings rich experience in workplace and workforce transformations to his role as regional director, Workplace Advisory. He has a track record of strategic leadership alignment, culture change, operating model redesign and curating workplace relocation strategies across diverse industries in the Asia Pacific region. Heng Min holds a Master’s in Applied Finance, is a PROSCI-certified Change Management Practitioner, and a LUMA-certified Design Thinking Facilitator. He is based out of Singapore.

Rakesh Thukral, Edelman’s CEO for Asia Pacific, said, “The recent Edelman Trust Barometer research shows signs that employer trust is at risk in these challenging times of change. This is further accentuated by the current uncertainties that the companies are facing. Productivity, employee welfare and upskilling have a new sense of urgency.”

He added, “Employee trust is now crucial more than ever as companies navigate through these needs and their employer brand needs to be integrated seamlessly into business conduct and communications strategies. With these specialist hires, we are matching the urgent and evolving needs of our clients in engaging employees as a key stakeholder group.”

Edelman’s Workplace Advisory offering helps organisations with the process of strategic employer trust-building, with specialist expertise covering the areas of employer brand, internal communications, change management and culture & transformation, among others.

Hong Kong – Sunkist has teamed up with Edelman Hong Kong to redefine the morning after, unveiling ‘The Sunkist Next Morning Bar’—an energetic daytime hotspot in the heart of Hong Kong’s bustling party scene designed to help locals recover and recharge.

The Sunkist Next Morning Bar is a daytime spot that mirrors the lively atmosphere of regular bars but swaps alcohol for citrus-based mocktails, making the morning feel as vibrant as a night out. The bar features an oversized Sunkist crate overflowing with large oranges, along with a mocktail station and DJ booth for visitors to relax and unwind.

The menu, crafted by award-winning mixologist Antonio Lai, offers refreshing drinks like the Citrus Redemption, Unguilty Pleasure, and Morning Mercy Shot—each made with freshly squeezed Sunkist Navel oranges and lemons.

“The insight was simple: the feel-good feeling that comes from drinking fresh citrus is enough to mask anything that happened the night before. So, we created an experience that turns a regrettable moment into something celebratory, social, and fun. The Sunkist Next Morning Bar is a disruptive but fun way to show how Sunkist citrus is exactly what you need the morning after the night before,” said John Koay, executive creative director at Edelman.

The activation took place at Central Market from March 28 to April 2, offering early risers a chance to rejuvenate with refreshing drinks and feel-good tunes by DJ Sinke as the sun rose. This bar is part of a larger brand campaign aimed at reclaiming the morning as a time for revitalisation, powered by fresh Sunkist citrus.

More than just a temporary event, The Next Morning Bar seeks to integrate citrus into daily routines, making it a staple of personal wellness and social moments. To extend the experience, all mocktail recipes are available on the Sunkist Hong Kong website, providing a way for those recovering from a late night to feel better, no matter the time of day.

Cassie Howard, senior director of category management and marketing at Sunkist, shared, “With the Sunkist Next Morning Bar, we wanted to break away from the traditional mould of citrus marketing and create an experience that feels culturally relevant, unexpected, and fun. Hong Kong has such a dynamic nightlife scene, so we saw an opportunity to bring that same energy to the morning, using our citrus as the key to helping Hong Kongers feel good again—regardless of what happened last night.”

Hong Kong – Delivering on their promise of ‘Deliciousness without the Wait’, Pizza Hut Hong Kong has unveiled a comical new pop-up store to urge diners to skip the long queues of the city’s lunch rush.

Conceptualised by Edelman Hong Kong, the ‘Pop-Up Pizza Hut’ plays on the concept of a “pop-up” in both name and function. The activation features a giant pizza box that unfolds into a temporary store, appearing in the middle of Hong Kong’s busy lunch queues to serve diners on the go.

The activation also moves between Hong Kong’s busiest lunch spots, surprising restaurant managers and waiting diners with the message, “What are you waiting for? ”. Once the pizzas sell out, the mobile store relocates to another high-traffic area with a fresh supply.

Amy Cheng, creative director at Edelman, shared, “When Pizza Hut came calling to revive awareness of their lunch menu, we knew we had to find a disruptive way to differentiate the brand – and that’s exactly what we’ve done.” 

“Lunch breaks are always mayhem, and for some reason, queues have become an accepted feature of Hong Kong lunch culture. It’s a behaviour no one has ever questioned or made a point of, so it was the perfect opportunity to do something unexpected and get the brand noticed and remembered,” Cheng added. 

The Pop-Up Pizza Hut, designed as a humorous and unconventional activation, debuted on April 1st—a day when brands often engage in playful marketing stunts. Beyond highlighting the Meal-for-One menu, it also served as a platform to announce the brand’s light-hearted three-day promotion of the controversial ‘Superb Pineapple’ pizza.

Following its initial launch, the initiative is expected to continue appearing across the city, targeting busy lunch crowds and other high-traffic areas where time-conscious diners gather.

“Pizza Hut always has a presence at live events in Hong Kong – and live events always have people lining up for food and drinks. So, along with the daily lunch rush, we will keep finding times and places for the Pop-Up Pizza Hut to give people ‘deliciousness without the wait’,” Cheng said. 

Renee Chan, customer experience and marketing director of Pizza Hut HK, commented, “With only a 1-hour lunch break, what are you waiting for? ’… It’s the question no one seems to ask themselves, but it resonates with everyone. QSR in Hong Kong is very competitive, and we need to use what we can to our advantage – without terrorising the competition too much. This insight and idea really show our personality and playful side and, most importantly, highlight one of the many ways Pizza Hut always delivers.”

India – Edelman has promoted Bhavna Jagtiani, formerly chief operating officer of India, to chief executive officer for its India operations. Additionally, Kunal Arora, previously managing director for India digital and APAC studio lead, has been elevated to head of digital, APAC, expanding his regional responsibilities.

Over her 22-year tenure at Edelman, Jagtiani has grown with the firm, starting as an account executive and advancing to lead integrated teams across India and briefly in Hong Kong.

As COO of India, she enhanced operational efficiencies, fostered a strong organisational culture, and expanded client mandates both locally and regionally.

Now, as India CEO, Jagtiani will oversee business strategy, drive market growth, strengthen client relationships, and further enhance the firm’s capabilities to deliver award-winning, impactful solutions.

Meanwhile, as MD of digital in India for the past 10 years, Arora has developed global client offerings in digital crisis management, social media, and digital reputation. He has also led the APAC expansion of Edelman Studio, strengthening the firm’s global production capabilities with local expertise and AI-driven solutions.

As head of digital for APAC, Arora will collaborate with leaders across the network to scale the firm’s digital operations. His responsibilities include overseeing APAC Studio, enhancing team capabilities, and integrating digital solutions across all client offerings.

Jagtiani and Arora will continue to report to Rakesh Thukral, Edelman’s APAC CEO, with their appointments taking effect immediately.

Speaking on the appointments, Thukral said, “Bhavna is an undisputed culture champion, having fostered a strong workplace community of collaboration and empowerment. Her leadership in India has been instrumental in driving consistent growth for the market. And Kunal has ensured we continue to integrate the best capabilities and innovation into our offerings, ensuring the firm is equipped to help our clients excel in a constantly changing landscape.”

He continued, “Having worked side-by-side with Bhavna and Kunal, I can personally say their commitment and ability to nurture client relationships and talent make them deserving of their new roles, and I look forward to what we will accomplish together next, in their new capacities. Our digital business in Asia and our India business have the potential to grow, and I have no doubt that Kunal and Bhavna are the right leaders to partner with our teams and clients to achieve this.” 

Singapore – Edelman has announced the appointment of Christiane Schulz as chief operating officer for Asia Pacific (APAC). Schulz moves from her current role as CEO of Edelman Germany. She will report to Rakesh Thukral, Edelman’s CEO for APAC, and focus on enhancing operational excellence and client growth across the region.

Schulz joined Edelman in 2019 to lead its German operations and has been successful in expanding the firm’s presence, strengthening its market position and driving business growth. 

Under her leadership, Edelman Germany has grown, diversified its client portfolio, and enhanced its capabilities in key sectors. She has also been instrumental in fostering a collaborative, people-first culture and driving innovation across the business.

As Schulz transitions into her new role, Nils Giese will succeed her as CEO of Edelman Germany, ensuring continuity and continued growth in the market.

Speaking on her new role, Schulz said, “I’m honoured to take on this new challenge and excited to work alongside our talented teams across Asia Pacific. Edelman has a strong foundation in the region, with deep regional expertise and client relationships, presenting incredible opportunities for growth. I look forward to continuing to elevate our work and helping our clients navigate today’s complexities to drive meaningful impact.”

Meanwhile, Thukral commented, “Christiane’s deep understanding of working in a diverse environment and a dynamic region like EMEA will be invaluable as we work on strengthening our APAC business. She brings a wealth of experience in leading large teams and building trusted, long-term client partnerships. I look forward to working closely with her to further enhance our operations and accelerate growth across the region.”

Lastly, AJ Hesselink, president and CEO, Edelman EMEA, added, “We are incredibly grateful for Christiane’s leadership and the impact she has made in Germany. She has been an exceptional leader for her team and a trusted counsellor to many of our clients. Her contributions have not only strengthened our position in Germany but have also shaped the broader region. I am delighted to see her step into this new role, where she will bring her talents to an even wider stage.”

Singapore – Edelman has strengthened its leadership in Southeast Asia with the appointment of Delicia Tan as CEO for Singapore, expanding her current role overseeing Hong Kong and Taiwan, and Vorasit (Gigg) Turongsomboon as the new managing director for Edelman Thailand.

Currently serving as CEO for Hong Kong and Taiwan, Tan will now expand her leadership to include Singapore, succeeding Julia Wei, who is leaving the firm at the end of the month to pursue a new venture.

Tan, who joined Edelman Singapore in 2006, has extensive experience leading integrated teams across Asia Pacific. She has worked on diversified communications strategies and served as regional and global client leader for several of the firm’s major clients.

During her two and a half years as CEO of Hong Kong and the Greater Bay Area, Tan has led the business through the post-pandemic period and developed an integrated communications team serving clients across the region.

Turongsomboon, who has over 16 years of experience in strategic public relations and communications, also joins Tan as the new managing director for Edelman Thailand.

Turongsomboon will lead Edelman’s Thailand office, which has expanded in response to growing client demand. The office has worked on notable campaigns, including the Cannes Lions-winning Dove #LetHerGrow campaign in 2023 and the Vaseline Transition Body Lotion campaign in 2024.

Before joining Edelman, Turongsomboon was managing director at MSL, overseeing clients in the tourism, automotive, and consumer products sectors. His experience also includes a decade-long tenure at Procter & Gamble.

Speaking on the leadership appointments, Rakesh Thukral, Edelman’s CEO for Asia Pacific, said, “Delicia’s new role is an acknowledgement of her experience and contribution to our firm. We have a strong team and a great set of clients in Singapore. With Delicia’s leadership, I am confident that we will continue to do impressive work in that market. I would like to thank Julia for her contribution to the Edelman business in APAC.” 

Thukral added, “We are also very pleased to have Gigg onboard to lead our business in Thailand. Through these appointments, we are strengthening our ability to deliver the best communications advisory solutions for our clients across Asia Pacific. I am confident both Gigg and Delicia will make a positive impact in their new positions.” 

Tan and Turongsomboon’s appointments are effective immediately.

Singapore – Edelman has announced that Rakesh Thukral will succeed Warren Fernandez as CEO for the firm’s operations in Asia-Pacific (APAC). Fernandez will be stepping down from the role to pursue a new opportunity and will remain with the firm until the end of the year to ensure a smooth transition.  

Thukral has a long-standing career with Edelman. As the current APAC chief operating officer and managing director of India, he has championed growth through a relentless focus on the firm’s clients, people and diversification of specialties and offerings across its portfolio. 

Speaking on his new role, Thukra said.“We have a strong team across the region and great client relationships across sectors and markets. I look forward to working with our teams and clients to continue elevating our work, and ensuring our clients receive solutions that help them evolve and grow their businesses in these complex times.”  

Meanwhile Ed Williams, Edelman’s President for International, spoke on the recent development stating, “I am grateful for everything that Warren has done for the firm, and for his leadership both regionally and globally. He has broadened and sharpened the firm’s capabilities in APAC, and his decades of experience in the news and media sector has been hugely important to many of our clients. We sincerely wish him all the best with his next move. 

“The APAC region continues to present significant opportunity for Edelman and our clients, and therefore remains a key focus for us. Rakesh’s experience of partnering with global companies to enter the Indian market, and for Indian businesses to expand globally, will be invaluable to our clients across the whole region. He has a deep understanding of the business, political, and societal dynamics of the region, and I have confidence that under his leadership, our business will be well positioned”, continues Williams. 

Lastly, Fernandez says, “I am grateful for having been part of the Edelman team and to have worked with some of the industry’s most talented and committed colleagues. A new opportunity has arisen which is hard to say no to; it is a role that plays to my longstanding interests in public policy, and where I will have the opportunity to engage on some of the significant political and geopolitical issues of the day.” 

Thukral will report into Williams in his new role, and the appointment is effective immediately. 

Singapore – Global communications firm Edelman has announced that Yuliani Setiadi, most recently the head of digital for Hong Kong and Taiwan, will be relocating to Singapore as she takes on the new role of head of digital for Southeast Asia. 

In an exclusive interview with MARKETECH APAC, Setiadi details how her primary responsibility will be to lead Edelman’s digital strategy for client solutions across Southeast Asia, ensuring that their approach not only aligns with the fast-paced evolution of the market but also places trust at the core of everything the organisation does.

“I will be focusing on integrating digital innovation with Edelman’s deep commitment to building trust between brands and their audiences. This means driving data-driven strategies that respect privacy, creating Active Social content that resonates authentically, and fostering transparent communication that builds long-term relationships. By anchoring our work in trust, we can drive not just engagement but meaningful action and sustained growth for our clients,” she said.

Setiadi continues to report to Jamshed Wadia, vice chair of digital for Edelman Asia Pacific.

“Yuliani’s ability to integrate trust into every aspect of her work is what sets her apart,” comments Wadia. “She brings a well-rounded perspective, with deep experience not only in digital but also in integrated marketing across a wide range of industries—from CPG, retail, and automotive to B2B and healthcare. Her creative and human-centric approach, combined with her extensive regional expertise, will be crucial as we continue to scale our digital capabilities in Southeast Asia.”

What is up for priority at new Edelman role

For Setiadi, her new role priority is strategies that combine creativity with trust-building, adding that in the digital space, it’s not just about reaching audiences but about connecting with them in genuine and impactful ways.

“I plan to focus on developing digital strategies that are transparent, data-driven, and rooted in a deep understanding of human behaviour. By prioritising trust, we can create digital experiences that not only capture attention but also inspire loyalty and advocacy,” she said.

She also added that she want to explore how the industry can use emerging technologies, like AI and immersive experiences, in ways that enhance trust by providing value and transparency to consumers.

Over the course of an extensive 18-year career in brand planning, digital and integrated marketing, Setiadi has worked in both Asia and the Netherlands. Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy that saw her lead significant client relationships and expand the agency’s digital offerings in both Indonesia and Hong Kong.

In her previous role as head of digital for Edelman in Hong Kong and Taiwan, Setiadi demonstrated a strong commitment to merging creativity with data-driven insights, while building impactful relationships between brands and their audiences. In SEA, she plans to prioritise a holistic approach to digital transformation, ensuring that digital strategies continue to elevate the level of trust an organisation holds amongst its consumers.

“My time at Ogilvy taught me the importance of adaptability and innovation. In today’s digital landscape, standing still is not an option. I learned that the best strategies are those that are flexible and can pivot quickly in response to new trends or unexpected challenges,” she said.

Setiadi added, “Additionally, I’ve seen firsthand the power of integrated thinking—where digital isn’t just a channel but a core component of an overall strategy that includes PR, branding, and customer experience. I’m bringing with me a deep appreciation for collaboration across disciplines and a strong belief in the power of creativity to solve even the most complex business challenges.”

How Edelman will ride the future of digital experiences 

One of the challenges that Setiadi notes on the status quo of digital experiences in Southeast Asia is how there are varying levels of digital maturity across markets, meaning strategies must be tailored rather than one-size-fits-all. This is despite Southeast Asia being a region of incredible diversity which poses a great opportunity for growth of digital experiences.

“However, this diversity also offers a unique opportunity to experiment and innovate, as consumer behaviours and digital adoption rates differ widely. The rapid growth of e-commerce and mobile-first behaviours is another key area where brands can create more personalised and impactful digital experiences. Additionally, as data privacy becomes a growing concern globally, there’s an opportunity for brands in Southeast Asia to lead by building trust through transparent and ethical data practices,” she said.

Speaking of trends this year, she says that there will be a stronger focus on hyper-personalisation, where brands use data to create tailored experiences that resonate on an individual level. Moreover, there will also be continued growth in adopting AI and machine learning, particularly in automating and optimising digital campaigns. Lastly, there will also be a rise of immersive technologies, such as AR and VR, which will transform how brands engage with consumers.

“Edelman will expand and improve by investing in these areas, ensuring that our teams are proficient in the latest technologies and understand how to apply them creatively. We’ll also continue to emphasise the importance of trust in the digital space, helping our clients navigate challenges like data privacy and misinformation. By staying ahead of these trends and focusing on delivering impactful, trustworthy digital experiences, we’ll ensure that Edelman remains a leader in the industry,” she concluded.

Singapore – At a global scale, viral hepatitis has become a global healthcare nightmare: the second leading infectious cause of death globally, infecting more than 320 million, and taking the lives of 1.3 million annually. The WHO has sounded the alarm on the crisis, reporting that deaths continue to rise despite testing and treatment being made more accessible.

While hepatitis testing globally is already a thing, recent data also shows that 9 in 10 of some global markets believe that people “reap what they sow” and deserve hepatitis as a result of their high-risk behaviours such as promiscuity and drug use. These societal attitudes and taboos not only discourage individuals from seeking testing but also perpetuate a harmful culture of silence and blame surrounding the disease.

Given this status quo on hepatitis testing, global healthcare company Roche Diagnostics has launched a regional campaign titled ‘Everyone Deserves to Get Tested’ which aims to change this narrative. The campaign, done alongside Edelman, also aims to encourage people to not let silence come in the way of getting screened–and that the reality is anybody can get hepatitis, but nobody deserves it.

To better understand the company’s approach to this campaign, we recently spoke with Amy Ho, head of disease areas at Roche Diagnostics Asia Pacific to better understand the company’s driving force for this campaign, and why advocacy matters for brands like them to solve the world’s most pressing health issues.

Dispelling society stereotypes on hepatitis

For Amy, she notes that the uncomfortable truth about hepatitis is that, in many societies, it is stigmatised due to its perceived causes – high-risk behaviours such as promiscuity and drug use. This has its roots in historical healthcare campaigns highlighting these “unhelpful” stereotypes. 

“These stereotypes, compounded by societal pressure to be a model citizen, have resulted in many remaining silent about hepatitis, contributing to 4.5 million preventable deaths each year,” she explained.

Moreover, she also notes that societal attitudes and taboos not only discourage individuals from seeking testing, but also perpetuate a harmful culture of silence and blame surrounding the disease. 

“Many people are reluctant to get screened for the fear of being labeled as someone ‘who deserves it’. Roche Diagnostic’s ‘Everyone Deserves to Get Tested’ campaign aims to change this narrative. The reality is anybody can get hepatitis, but nobody deserves it. We believe everyone deserves to get tested. 

It is also worth noting that many of hepatitis cases in the world are concentrated in Asia-Pacific, with about 94.6 million infected individual. Moreover, viral hepatitis, particularly Hepatitis B (HBV) and Hepatitis C (HCV), remains the primary cause of hepatocellular carcinoma (HCC), and APAC contributes 80% of all HCC cases globally. 

Despite all of this, testing remains a grey area for many in APAC, with a study conduced by Roche alongside GWI notes that over 50% of the population have a basic awareness of hepatitis, but over 30% have not tested, not planning on booking a test and/or unsure. Moreover over 1 in 2 presume nothing is wrong and do not undergo testing, and that 58% of respondents believe people with a history of IV drug use, high-risk sexual behaviours and needle usage from tattoos – deserve hepatitis.

Hence, Amy notes that it is thus of critical importance to identify, diagnose and treat patients at the early stage possible to prevent disease progression. 

“The need for action is more urgent than ever and diagnosing viral hepatitis is a critical first step in limiting the harmful impact of the disease. Increased testing can significantly bring the world closer to achieving the World Health Organisation’s Hepatitis Elimination goal by 2030,” she says.

Amy added, “By shining a light on the disease, we can move closer to achieving the 2030 hepatitis elimination goals and achieve better patient outcomes by eliminating social and systemic barriers to care, tackling key unmet needs along the liver patient journey, and developing integrated solutions and partnerships with key stakeholders.”

“Advocacy is movement-driven”

One of the things that Amy highlighted is that advocacy is movement-driven, meaning making waves in perception, giving voice to issues that need speaking about, and creating actionable change. 

“Likewise, ‘Everyone Deserves to Get Tested’ pushes beyond awareness with its call to action framed within the campaign title itself,” she says.

She added, “With diseases such as Hepatitis, the barriers are manifold. This campaign goes far beyond awareness, breaking deep-seated stigmas, shifting perception and instigating action to get tested.”

For this specific campaign, Amy says that they launched it regionally, and are also following up with targeted versions of the campaign for local rollout, with a specific focus on low- and middle-income countries (LMICs) that have a higher incidence rate and disease burden of hepatitis. 

“With these in-market rollouts, we will partner with local organisations to ensure that the campaign reaches its maximum effectiveness in terms of reach, awareness and messaging that converts into longer-term action, with these local partners ensuring that action can take shape and root in each specific local landscape,” she added.

What’s next for Roche’s advocacy-driven campaigns

The global healthcare company is no stranger to these types of campaigns, evident in their ongoing ‘#FreedomtoBe; campaign for women’s health. In this initiative, Roche aimed to inspire and empower women to take care of their health with tangible steps such as getting checked related to cervical cancer.

Amy notes that any of their campaigns, including this one, is centred on awareness and advocacy–but it is just one part of our multi-sectoral strategy to increase healthcare access to patients. Moreover, this campaign is also backed by collaborative efforts from various stakeholders, including policy stakeholders, patient advocacy groups, clinicians, and laboratories to shape practices.

“Diagnostics form the foundation of healthcare; you can’t know how to treat an illness until and unless you know what it is. And it’s not just about identifying a disease, it is also about preventing it from worsening or, more importantly, detecting it before it manifests. Having efficient and effective diagnostics not only supports patients and governments in saving lives but also reduces healthcare expenditure by intervening at crucial junctures, preventing global healthcare crises and stopping millions of preventable deaths right in their tracks,” she explains.

She also highlights that given how the healthcare ecosystem is a complex web, they need to ensure that life-changing innovation reaches those who need it, and that they need a multi-faceted approach to ensure that those in need are impacted directly by their advocacies.

“This campaign is part of Roche Diagnostic’s long-term commitment to drive meaningful change in various ways, from raising awareness to forming partnerships, and channelling action. In that same vein, many of our campaigns wear multiple hats, from being awareness and advocacy-centric to action-oriented,” she concluded.