For the third year in a row we won the Best OTC Trade Advertising and Support Package. Also, three of our other campaigns were highly commended in three different categories. Read below for more details on the campaigns and the judges’ evaluation.
The winning campaign: Strefen, OTC Trade Advertising & Support
Effective sore throat relief, without antibiotics
Our campaign focused on educating and increasing awareness in pharmacy on the overuse of antibiotics in sore throats and how Strefen provides an effective, antibiotic-free alternative. This tied in closely with Public Health England’s 2018 campaign ‘Keep Antibiotics Working’ and the judges recognised the close alignment and public health focus of the campaign.
Judges’ comment: “A laudable mix of objectives – product, pharmacy and public health-related – achieved through great content and a far-reaching range of materials.”
Highly commended: Balance Activ, OTC Trade Advertising & Support
Think it’s thrush? Think again.
On top of winning the Best OTC Trade Advertising and Support Package, we had the additional joy of a second place entry for our work on bacterial vaginosis with Balance Activ.
66% of women with bacterial vaginosis think they have thrush, so the campaign challenged pharmacy to be proactive, and discrete, in questioning their customers to make sure they were getting the right advice, and treatment.
Judges’ comment: “A neatly constructed campaign to raise awareness of a condition that is not always properly recognised and treated. Good educational content was well supported with advertising.”
Highly commended: E45, Big Budget OTC Marketing
Skincare doesn’t need to be complicated
The Straight Up Skincare Project campaign is E45’s mission to make skincare less complicated. This campaign was created to guide consumers through the confusion by giving uncomplicated advice on the different triggers and by providing simple ways to care for conditioned skin – whatever modern life throws their way. We were delighted to work alongside Havas, freuds and Proud Robinson for this campaign in the extremely competitive Big Budget OTC Marketing category.
Judges’ comment: “E45 had a strong focus on experts and the work with digital/PR/influencers was good too.”
Highly commended: RBforHealth, OTC Pharmacy Training
The Pain Clinic – Exploring the evidence behind OTC pain relief efficacy and safety
Within the Best OTC Pharmacy Training we narrowly missed winning by ONE point! Our entry was for Pain Clinic materials and seminars that we worked with RBforHealth in creating and challenged the current understandings of OTC pain treatment by looking at the safety and efficacy of OTC pain relief; aspects important to both pharmacy and consumers.
Judges comment: “Provides lots of useful information about a crowded category and indication, delivered in a memorable and meaningful way for the whole pharmacy team.”
Want to know more about last year’s winning campaign? Click here.