Haleon was a big stock market float of 2022.

To demonstrate commitment to the new Company purpose of “Delivering Better everyday health with Humanity” Haleon announced their collaboration with Microsoft and their Seeing AI app, designed to drive health inclusivity by enhancing the usability of Haleon products for the visually impaired/ low literacy population in the UK.

Marketing Objectives:

1. Demonstrate the commitment Haleon have to the new company purpose

2. Start to drive trust and equity behind the new Haleon company name/ logo via the Seeing AI partnership

Communications Objectives:

1. Create a highly visible launch of Haleons partnership with the enhanced “Seeing AI” App to select audiences: Healthcare professionals and Business Professionals

2. Increase awareness of the enhanced “Seeing AI” App with its potential users, the visually impaired and Blind community

The Media Insight was to ensure our Media Plan was accessible to our key visually impaired audience.

We created a two-pronged Media Strategy:

For our Visually Impaired audience, this could not be a plan experienced solely through visuals so we:

- Used sound to ensure our media plan was fully accessible to this audience

- Partnered with leading Visually impaired influencers to experience the Seeing AI app firsthand

For added impact we launched our PR campaign on World Sight Day to drive engagement and relevance

For our Sighted audiences, the Health Care professionals and Business Professionals, we pursued a highly targeted approach bringing the Seeing AI partnership into their “Work Worlds”

Through closely observing their media habits we were able to:

- create a highly visible campaign via transit locations mapped to their work locations

- devise partnerships with key Print and Digital media they trusted to bring them the latest finance or health related news.

To reach our Visually Impaired Audience our Media executions led with an Audio approach:

-Focusing on Radio//Spotify to ensure inclusivity

-Partnering with Podcasters “Saved by Seeing AI” to share their experiences

-Creating educational, authentic, and entertaining content with the UK’s top visually impaired influencers around Seeing AI app. In one of the UK’s largest ever campaigns for this target audience we created multiple content partnerships with influencers including Lucy Edwards #Blindnotbroken, Blind Girl Adventures @sassywyattoffical and @BlindDad_UK.

- All content on Social included ALT text to ensure maximum accessibility

To reach our Sighted Audiences we created some thoughtful media placements:

-60” TV prime time launch on Channel 4, ensuring the content was accessible via audio descriptions and subtitles

-Content partnership with The Guardian exploring visually impaired writers using the Seeing AI technology

- High impact outdoor executions, including flagship Canary Wharf outdoor at the heart of the business community

Media Results:

• Fantastic UK PR coverage with >150 articles delivering 547 million impressions across titles including The Sun, Forbes, Channel 4, BBC.

• c.80% reach vs Financial Investors and Visually impaired audiences

• Influencers activity delivered 8.5m impressions, 73% over planned with 561,714 Views and 20,335 engagements. Achieved above average industry norms with Facebook CTR: + 30% and Instagram +130% vs norms

Brand results:

Seeing AI:

• +17% increase of UK population aware of Seeing AI

• 10 x Increase in app downloads and 4x increase in scanning over campaign period

Haleon:

• 500% increase in awareness for Haleon

• 38% of UK Adults say Haleon “is a company I trust” vs Unilever at 51% with decades and billions of dollars of advertising. This increases to 88% vs Seeing AI App users

Business results:

Full year 2022 results: Haleon Price growth of +4.3% and Volume growth of 4.7%