GSK's Panadol Cold & Flu wanted to tackle a bigger problem than just treating flu with its medicine. All over the world, it found shocking statistics on how flu is spread and how it can cause serious illness to the vulnerable people. The brief was to create a campaign delivering on this higher purpose. The objective was to create a campaign meant to help people curb the spread of cold and flu.

To curb the spread of cold and flu, we created a campaign that was designed to spread – communicate the simple ways to be responsible when sick in an entertaining way that people will want to follow. With many public service announcements out there that sound too serious and un-engaging – we consciously made our communications look and sound different. We created three simple steps against a backdrop of a catchy instructional song (meant to sound like a pop song) to communicate the simple message: when you have the flu, you’ve got to flu responsibly.

While every other cold and flu brand around the world, especially in Hong Kong & Taiwan, communicates the same message of problem-solution, Panadol Cold & Flu decided to take a leadership stance at a macro level: a global call of preventing the spread of the flu, instead of just treating it.

We started off with the song. We made sure that it had to sound like a pop song that could easily be played on radio stations and on YouTube. Given that this is a global campaign, which kicked off in Hong Kong & Taiwan in January 2019–we made sure the genre of our song was something the consumers could relate to. The lyrics was written to deliver the message and instructions in the most concise way.

With a well-known highly awarded choreographer, we created simple-to-follow dance moves that were interesting and flexible enough to recreate. We then placed the country-specific dancers in different relatable scenarios (based on the market’s interests) – which are considered high risk when it comes to spreading of flu. These videos live online in YouTube and Facebook. We also engaged celebrities to create their own versions of the moves and the song.

Hong Kong and Taiwan saw overwhelming numbers as a result of the campaign's launch. With the help of celebrities and influencers, the word about Flu Responsible spread further and gained engagement with the consumers like never before on previous cold and flu campaigns.

TAIWAN –

15.4M Views

99.9% Engagement

HONG KONG –

4M Views

92.5% Engagement