Frame developed a fully integrated campaign to support the newly established CME/CPD accreditation program.  In an attempt to engage with the healthcare practitioners and the academic community and to reassure patients and the public that healthcare practitioners upgrade and maintain heir professional competence, we decided to work on a two-phased campaign utilising all communication touch points such as OOH, PR, Mobile, Publications, Print and Digital.  The program was successfully launched during an event, attended by the Minister of Health and other officials.