Beiersdorf, the German manufacturer of Nivea, Atrixo and Eucerin, has recently upgraded its Elastoplast range, improving healing capability with a new antiseptic silver concept to help kill germs.
Road will be working to promote Elastoplast's as an essential family brand, focusing on basic family first aid with a tie-in with St John Ambulance.
The agency will also launch an exclusive Ice Age 3 children's product later in the summer.
‘The start of the summer holidays is a classic times for cuts and grazes,' said Road MD Paul Jarman. ‘Children are let loose, playing outside more and of course going on holiday with their parents. It's a perfect time to remind mums and dads that they need to be prepared for any accidents on their watch. It's surprising how few have any knowledge of even basic first aid.'
As well as traditional media, Road will also be focusing on creating materials to engage and educate on-line audiences as well as key stakeholders in schools about family first aid.
The schools programme will tie-in with the national curriculum to communicate key messages to children, parents and teachers.