GlaxoSmithKline – CAMPAIN Panadol
GlaxoSmithKline was keen to address confusing and misleading coverage which had appeared in the media associating asthma with paracetamol usage. Healthcare Solutions created a powerful campaign for Panadol based on a strong, simple consumer campaign message which blanketed the national & regional media with a series of positive paracetamol stories.
Healthcare Solutions generated a “Safety Halo” campaign, which built on Paracetamol's 50-year heritage of helping the family get on with their lives. The creative theme - Children’s, Asthmatic’s and Mum’s Paracetamol Information Network (CAMPAIN) focussed on the “special” people who need to take extra care when choosing pain relief e.g. asthmatics, children and breast feeding mums (following medical advice).
We mobilised a nation wide ‘call to action’ by focusing on the fact that up to 50% of the population is unaware or mistaken about the active ingredients in common OTC pain relief. Despite more regular contact with healthcare professionals there was a worrying lack of awareness about the appropriate choice of pain relief amongst asthmatics. As the "gate keepers" to the family's health the campaign carefully targeted mums through the choice of media and follow-up communications.
Strong media spokespeople who were representative of the key target groups were briefed and patient advocacy groups mobilised. CAMPAIN generated extensive news coverage on the appropriate use of Paracetamol through national and local radio stations, notably Radio Five Live, the BBC Online health website and national and regional printed media, reaching over 20 million consumers by the end of 2000. Furthermore, over 100,000 educational CAMPAIN leaflets were distributed via GP surgeries.
Key Message Analysis
The most important messages to communicate in this area were that 50% of the population is unaware or mistaken about the active ingredients in common OTC pain relievers and that within asthma sufferers 45% did not realise that taking certain types of OTC analgesic may worsen their asthma. CAMPAIN highlighted the then 44-year-old Paracetamol safety profile in Children, Asthmatics and Mums and provided helpful positive messages to people who needed them at a time of conflicting information. Out of a total of 21 radio interviews and 26 press articles, all 47 communicated these messages in detail (100%).
Return on Investment
Overall, strong sales of Panadol were recorded and in terms of Return on Investment (ROI) it was estimated that for every £1 spent on CAMPAIN PR activities, £16 of positive press coverage was generated. A powerful ROI ratio of 16:1 was achieved.