PRWEEK AWARDS 2003: Product & Promotion - Healthcare: OTC/Consumer

WINNER - TIXYLIX AND THE GREAT NOSE-BLOWING CONUNDRUM - NOVARTIS CONSUMER HEALTH; THE RED CONSULTANCY

To help the UK's leading children's cough and cold brand, Tixylix, maintain market dominance, Red created a campaign that made kids' snotty noses a talking point.

Faced with a shrinking paediatric cough medicines market and competition from newer adult-turned-children's products, Red took Tixylix to the mainstream media.

With a budget of only £18,000, the brand addressed every parent's bugbear: the seeming inability of young children to blow their noses. The team then conducted research at the Mother & Baby roadshow and through the website Parents.org. From a sample of 2,000 adults, this revealed that British children find learning to blow their noses the most difficult life skill to master after learning to tie their shoelaces.

These findings, along with the reasons why - unsteady co-ordination and a three year-old's definition of the word 'blow' - were used in releases to all parenting, national, regional and pharmacy trade media.

To demonstrate Tixylix has the expertise to help parents, Red created No More Snail Trails, a guide to teaching your child to blow their nose, with input from top child development expert Dr Sarah Brewer.

The campaign captured the media spotlight in the middle of the cough and cold season. Coverage was spread across all target consumer titles, including five national newspapers, 16 regional publications, one online and five parenting magazines, plus BBC Radio 1.

The hotline received more than 700 calls in one month from parents, and all 5,500 No More Snail Trails packs were distributed within six weeks of the campaign going live.

In the first two months of the year, Tixylix maintained its position as market leader, with more than half of the paediatric cough medicines market.

And in February, when regional coverage was at its height, sales of Tixylix increased by ten per cent, year on year.

COMMENDED - NEW PERSPECTIVES ON PATIENT SELF-TESTING - A MEDIA BRIEFING; ROCHE DIAGNOSTICS

Red Door Communications Patients who use oral anti-coagulation treatment long-term must monitor their blood regularly, often meaning lengthy visits to hospital.

Red Door Communications developed a programme for Roche Diagnostics to raise awareness of patient self-testing (PST) and the manufacturer's PST device, CoaguChek S.

The Medicines and Healthcare Products Regulatory Agency, Anti-Coagulation Europe and the Children's Heart Federation worked on a clinical trial showing PST and CoaguChek S are as safe and accurate as hospital testing.

The findings were backed by case studies.

Journalists had access to the study investigators and spokespeople; press releases and case studies were sent to key publications; and broadcast footage was developed. The campaign reached an estimated print audience of 11 million, while broadcast coverage attracted 26.5 million.

In the month following the briefing, calls to Roche's information and sales line rose by 69 per cent and overall sales increased by 70 per cent.

Anti-Coagulation Europe received 1,400 calls as a result.

FINALISTS

Anusol's Talk Taboos Campaign

Anusol for Pfizer

Munro & Forster Communications

Boots Hearingcare and Songbird Digital -

Throw Away Your Hearing Aid

Boots Hearingcare

Sante Communications

Eat Your Greens

Kemin Foods

GCI Healthcare

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