The past few years have really emphasised the importance of acts of kindness, caring for others and communities coming together to support society’s most vulnerable.
Acumen helped launch The Panadol Care Collective, which celebrates the extraordinary people who go above and beyond for their fellow humans, seeking nominations from the public for a share of $15,000. Hosting the Panadol Care Collective in New Zealand for the first time was an opportunity to demonstrate Panadol’s brand position of ‘Care Starts Here’.
The brand campaign took a staged approach, from launch to announcing the winners, to maintain ongoing momentum. To create excitement around the nominations opening, we leveraged The Care Study research from Panadol looking into New Zealanders’ caring habits, identifying key statistics from the research to hone a media pitch on generational and gender differences to care, and how Covid has increased Kiwis’ desire to support others.
We interviewed each of the five winners around the country to build out individual angles, taking a local approach to our media pitching to reflect the community focus of the campaign, alongside high-profile nationwide targets. This included managing sensitivities around some of the winners’ stories, ensuring we were securing opportunities that were focused on the positive message of giving back to the community.
Coverage crossed the motu including Seven Sharp, Today FM, The Hits, Auckland’s Rangitoto Observer, Manawatū Standard and Southern View. Seven Sharp even spent an incredible six hours with Christchurch winner, Hoon Hay Food Bank’s Corrin Webster.
We look forward to helping make New Zealand’s Panadol Care Collective programme even bigger and better in 2023, supporting Panadol to reach new audiences and grow brand love even further.