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The Celesio OTC Award

Finalist

Getting ahead of head lice

Thornton & Ross in association with Pegasus PR


Summary of work

Hedrin’s comprehensive and peer-reviewed report into head lice management uncovered a huge knowledge gap among both parents and pharmacists in effective approaches to treating head lice, and revealed that 71 per cent of pharmacists were not up to date with the latest head lice guidance.

Hedrin organised a roundtable event at the Royal Pharmaceutical Society, at which the attendees, including leading head lice experts, community pharmacists and journalists, worked together to devise the Golden Rules of Head Lice Management and coined the slogan – Check, Treat, Complete.

In response, Hedrin developed a programme that is suitable in addressing the training needs of both pharmacists and counter assistants. Backed by The Royal Pharmaceutical Society and the Medical Entomology Centre the training materials have been requested by over 6,000 pharmacy staff to date.

To help parents feel better equipped to beat head lice, an educational campaign was rolled out using the memorable strap-line, Once A Week, Take a Peek. Backed by the Medical Advisory Boards and mirroring the Check, Treat, Complete golden rules, the campaign combined a dedicated website with an illustrated educational leaflet which, to date, has received orders of over 300,000. 

Combining the training programme and educational campaign has made a real difference in the battle against head lice, with eight out of 10 pharmacists trained already having put their learnings into practice. The campaign positioned Hedrin as the head lice authority among parents and pharmacists and educated and empowered parents. As a result, the brand’s market share has continued to grow steadily.

Judges comments

“The Once a Week, Take a Peek campaign, along with the golden rules and training, empowered parents and helped to address their lack of knowledge in how to manage and treat head lice.”