Finalist
Turning the head lice market on its head
Thornton & Ross in association with Pegasus PR
Summary of work
Hedrin’s comprehensive report into head lice management uncovered a huge knowledge gap amongst pharmacists and parents about how to manage head lice.
The development of best practice golden rules, the launch of a pharmacy training programme and promotion of an educational campaign, combined great creativity with clear, concise and consistent advice, making a real difference for parents battling against head lice.
The campaign positioned Hedrin as the head lice authority among parents and pharmacists. As a result, the brand’s market share has continued to grow rapidly.
Executive summary as submitted
Judges’ comments
"A comprehensive programme that has parents at the centre of the campaign."
