No one should be silenced by dry mouth. Xerostomia is defined as dry mouth resulting from reduced or absent saliva flow. Xerostomia is not a disease, but it may be a symptom of various medical conditions, a side effect of a radiation to the head and neck, or a side effect of a wide variety of medications. In a time when making your voice heard is more important than ever, the “Speak Up” campaign helps start the conversation about xerostomia between dentists, hygienists and patients. With 3M™ Xerostomia Relief Spray, they are empowered to fight back against dry mouth. The opportunity was to come up with a full go-to-market experiential launch plan and messaging to support this product through two launch phases: A launch event roadshow, and post-launch content e-nurture campaign. Some of the collateral shown ranges from customized direct mail, research reports, to consumer brochures and photo/video shoots.