Panadol partners with Smiling Mind via whiteGREY

1 June 2020

Advertiser: GlaxoSmithKline
Creative Agency: WhiteGrey

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The partnership is an extension of Panadol’s Let’s Rethink Care brand platform introduced last year.

Australian pain management brand, Panadol, in partnership with mental health and wellness not-for-profit company, Smiling Mind, has launched a new initiative to help Australians look after their mental health and wellbeing amidst the COVID-19 crisis.

The partnership, facilitated by Panadol’s lead agency whiteGREY Sydney, is an extension of Panadol’s Let’s Rethink Care brand platform introduced last year.

To help Australians address a whole new set of challenges presented by the COVID-19 crisis, particularly around mental health, whiteGREY developed and executed Panadol-led creative supporting the Mindful Month with Smiling Mind initiative.

The 30-day program encourages users to complete daily mindfulness exercises over 30 consecutive days within the free Smiling Mind app.

Participants can register via the website to receive weekly support from Smiling Mind’s psychologists, track their progress and results via pre- and post- surveys and access downloadable tools and ongoing content.

"Our mission at Smiling Mind is to provide accessible, lifelong tools to help every mind thrive, and strategic partnerships with like- minded brands enable us to drive this mission further and wider," Smiling Mind commercial director Sarah Maher says.

"Delivered in partnership with Panadol, Mindful Month with Smiling Mind has been crucial to our efforts in helping Australians prioritise their mental health during this challenging time.”

Georgie McGarr, group director at whiteGREY Sydney, says the partnership with Smiling Mind and the 30-day program is the perfect way to for Australians to come together as a community and manage their mental wellbeing during this testing time.

“The program is intended to provide Australians with a well-supported and pressure free guide to help build a sustainable meditation practice that is enjoyable and relevant to the individuals’ interests and needs," McGarr says.

"Our hope is participants carry their new mindfulness habit into their daily lives once the program finishes.”

James Meins, senior marketing manager, ANZ at GSK Consumer Healthcare, says it remains the brand's mission to help Australians 'Rethink Care'.

“Self-care is essential for one’s wellbeing and is often forgotten in challenging times like these, particularly when looking after your loved ones becomes priority," Meins says.

“Panadol has been fortunate enough to be in a position to be able to give back to the community, so it was essential that we did this in an all-inclusive way, our partnership with Smiling Mind achieves this by making the tools to practice mindfulness more accessible for all.”

New users are invited to register now and download the free Smiling Mind app.

Access to the program begins on June 1, with users having the option to start their 30 days from any time throughout the month.

Lead Agency – whiteGREY
James Keeler – Chief Strategy Officer
Melissa King- Senior Strategist
Natalie Siagian- Social Media Manager
Georgie McGarr – Group Director
Bec Maxted – Senior Account Manager
Chad McKenzie- Executive Creative Director
Ronojoy (Tin Tin) Ghosh- Creative Director
Misa McConnell- Senior Copywriter
Analise Burwood- Art Director
Romy Smith- Copywriter
Whitney Moothoo- Art Director
Dan Harding- Multi-Media Designer
Neville Gotla- Senior Digital Producer
Jeremy Frouin- Digital Designer

Clients- GSK
Nick Boyden- Marketing Director, AUNZ
James Meins- Senior Area Marketing Manager
Irene Sirigos- Senior Brand Manager
Bridget Taylor- Assistant Brand Manager

Smiling Mind
Sarah Maher- Commercial Director
Eimear Colleran- Marketing Manager

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