Man flu

Man flu


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.