"Helps take care of the pain, so you can focus on getting on with and enjoying being a parent.”
Reckitt has worked with Now Screen to launch a campaign for Nurofen for Children.
Whether someone is a new parent or an old hand, there’s nothing worse than a sick child. They'd do anything to protect them and make them feel better.
The list of childhood ailments is endless, from teething to every cold and flu symptoms going around, to fevers, everyday headaches and sore throats.
But the effects can be remarkably similar: distraught, “end-of-the-world” children and even more distraught, worried parents.
Mardi McConnochie, senior writer at Now Screen, said most pain relief ads start with the child in pain, then it introduces the product, then the child feels better.
“But parents don’t really need reminding of that particular rollercoaster. We wanted to juxtapose references to certain ailments alongside images of supposedly sick children peacefully snoring or happily playing and engaging with their parents," she said.
"The idea being, Nurofen for Children helps take care of the pain, so you can focus on getting on with and enjoying being a parent.”
When it comes to choosing pain relief, trust is critical. Trust that it will help relieve the pain as quickly as possible. And trust that that a child can get back to feeling themselves again.
Tala Dajani, marketing manager at Nurofen, said a lot of parents get into habits and like sticking to what they know, so they may keep using the same product for all their child’s sicknesses.
“But the problem is, that might not always be the most appropriate choice," said Dajani.
"Nurofen for Children can start reducing fevers from 15 minutes and provides pain relief for up to 8 hours. It’s gentle on tummies when used as directed, so parents can be confident they are making the right choice for their child."
With more than 30 executions, the multi-media campaign is running across BVOD, OLV and social platforms.
Credits:
Client: Reckitt
Marketing Director: Holly McCarthy
Marketing Manager ANZ: Tala Dajani
Brand Manager - Nurofen ANZ (NFC, Nurofen Cold & Flu): Mithila Kanagaratnam
Creative Agency and Production Company: Now Screen
CEO: Mark Silcocks
Client Service Director: Colin Murace
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Art Director: Manuel Rey
Executive Producer: Aryani van Dam
Producer: Renata Macri
Director: Jason Wingrove
Editor: Esteban de la Concha
Sound design: Mark Gluhak
