ChallengeJ&J has been in China for over 20 years, but consumers were primarily aware of the parent company as a baby-oriented business. Explaining the company’s broad scope was our challenge. Through a brand campaign, we aimed to emotionally connect with consumers, and let them discover and experience what J&J is all about.Our goal Establish J&J as the most trusted and caring health company in China.IdeaThe idea, Yin Ai Er Sheng, literally means ‘because we care, we act.” The strategy is to recognize and celebrate the everyday heroes who support and care for the health of others in China. These “gentle giants” embody the very spirit behind J&J.Results Millions of consumers have now come closer to regarding J&J as the most trusted healthcare brand in China.Specifically, the web banners were clicked-through 600,000 times within the first week of launch.