The Johnson & Johnson Olympic communications campaign was developed in partnership with Johnson & Johnson (J&J) and its public relations agency in support of its worldwide sponsorship of the Beijing Olympic Games. Amidst constantly changing parameters from the Beijing Organizing Committee and unprecedented issues management, the team successfully leveraged J&J assets and programs in a campaign that drove the company’s key messages and its equity as the world’s most trusted, caring health.Our 360° approach included external and internal communications plan development and execution; marketing communications program development; issues management; Games time PR operations and J&J operating company support.

The team jointly developed concepts and programs to support the Games, focussed on delivering in the critical China market.The first corporate equity program was the Johnson & Johnson Family Health Initiative (JJFHI), launched in January 2007 to provide health information and training to consumers, healthcare professionals and other caregivers. Another China-focused program that aligning J&J’s caring equity with Beijing Games values was integrated program Caring Hearts, launched July 2007. A large media event in Beijing in June 2008 was executed announcing J&J’s partnership to bring the Qin Terracotta Warriors to the J&J Olympic Games Pavilion during the Games. We capitalized on dozens of pre-Games opportunities in the year leading up to the Games to generate strong coverage.

During the Games, team executed a communications campaign succeeding in driving quality media coverage in China, the U.S. and the world. The Games time PR program was focused on J&J’s renowned Olympic Pavilion including the Terracotta Warrior display, “live-site” cultural experience in Millennium Monument Park in Beijing and among other programs.

The J&J Olympic PR campaign generated more than 670 million media impressions worldwide. The team secured high-quality coverage from the largest and most well-respected global media outlets including NBC, Channel 7 Australia, RAI, TV Globo, Wall Street Journal, New York Times, USA Today, Reuters TV, Associated Press and CNN International - coverage which reached as many as 200 countries.In China, extensive media coverage from print, television and online outlets totalled more than 370 media impressions. The unique nature of media in China presented many opportunities during the Games to drive quality coverage in Beijing, other top-tier cities and across the country. Strategic J&J messages about caring for others and the communities in which we work were regularly delivered within the China coverage.In a post-Games survey by the Chinese Brand Institute, Johnson & Johnson was named as the Olympic partner that gained the most from its Olympic marketing communications in terms of its brand reputation.