All consumer healthcare communication in Hong Kong needs to be approved by the local health authorities and is censor checked prior to approval. Communication needs to be based on proven benefits and substantiated by facts. All claims are checked for validity. General approval of a product for the market does not mean that all comms for the same product using the same claims as for instance on pack are automatically approved. Piece by piece needs to be cleared. This happened in this case and the poster was signed free to air.

The key Chinese character seen as visual in this poster means: "Move...". The additional headline characters continue the sentence "...the way you want to."

Copy elements next to pack explain the product benefits: Panadol Joint is a unique bi-layer Paracetamol tablet that fights pain fast and also provides up to 8 hours of lasting relief from joint pain (including chronic pain).

This poster was made for the competitive Hong Kong market (strong usage of traditional medicine and external treatments/balms). We needed to connect to the Chinese audience. The discovery of the Chinese character that means MOVE and the creative idea to visualize this same character by a person taking a specific position - as in traditional sports such as Thai Chi - allowed us to create this culturally relevant poster.

A photographic-calligraphic idea that directly combines messaging and benefit dramatization: you can move freely with Panadol joint!