Panadol is Australia’s leading pain reliever and one of the most trusted brands in the world. In the lead up to winter we were briefed on the development of a campaign for Panadol Cold and Flu. The campaign needed to specifically target the mums and wives of Australia who care for their families when the man-of-the-house gets sick.
The new integrated campaign was called ‘WAMF!’, short for ‘Women Against Man Flu’. Launching with a rally-like infographic video on YouTube and Facebook, the campaign created debate around ‘Man-Flu’ and questioned if indeed ‘Man Flu’ existed.
The Stand In Man competitions followed, which gave women the chance to win a hunky handyman to help with heavy lifting jobs in their house or office. Facebook ads and sponsored stories supported the idea.