The Panadol Safety at Home Initiative meets the challenge of too many suicides among teenagers and paracetamol poisonings among children at home. From lobbying and succeeding to get new pack size restrictions of only 20 tablets in a pack OTC to promoting new pack sizes and locking away medicine at home. Never has a medical brand in Denmark received so many earned impressions and positive PR. This campaign creates a an innovative mix of CSR, PR & advertising. The results speaks for themselves: 30 million earned media exposures in a country with 5 million people, 31% fewer cases of paracetamol poisoning, Suicides attempts down by 58%.

Over one year the danish people learned about the new pack size restrictions initiated by Panadol so save the lives of young girls and that medicines should always be locked away or kept out of reach of children. The originality of the campaign lies in the lobbying for new pack size restrictions, communicating this, and the appeal for better medicine safety at home. Panadol takes the role of saving the lives of teenage girls and children in the danish society and not the expected role of selling painkillers.

• 30 million earned media exposures, fantastic feedback from stakeholders (Pharmacy, Falck, Giftlinien (Hospital), Girltalk, HCP)

• 31% fewer cases of paracetamol poisoning,

• Suicides attempts down by 58%.