Client: Johnson and Johnson MSD Consumer Pharmaceuticals
PR Team: Jo Spink PR
Campaign: Clean Crusaders
Timescale: September 1998 ongoing
At any one time, some 40 per cent of children below the age of ten are
infected with threadworm. The half-inch white worms that live in the
bowel and its surroundings may not actually cause any symptoms. However,
if left untreated, the infectious condition can lead to bed-wetting and
Jo Spink Public Relations was hired by Johnson and Johnson MSD Consumer
Pharmaceuticals to devise a PR programme supporting its threadworm
To promote Ovex as a treatment for threadworm to parents, journalists,
teachers, school nurses and health visitors. To teach children basic
hygiene rules, such as hand washing, in a memorable way.
With the help of the National Health Education Liaison Group, Jo Spink
PR produced a ten-minute video featuring goodie Soap Sud Sally and
baddie Dirty Beastie.
The video, narrated by children’s TV personality Floella Benjamin, told
the story of two children who, after failing to wash their hands and
eating sandwiches that had been dropped on the floor, miss a trip to the
seaside due to stomach upsets.
The video uses music, and the characters subtly dispense advice while
moving the action along.
To convey the information to parents, Jo Spink PR created a Clean
Crusaders campaign pack. It included Soap Sud Sally and Dirty Beastie
colouring sheets for the children, ’I’m a Clean Crusader’ stickers,
posters for display in classroom windows and Ovex-branded leaflets,
which explained the campaign and the symptoms of threadworm to
Key parenting magazines were presented with information on the campaign
and given a video and campaign pack. They were also sent ’Keep Clean’
kits as reader give-aways. The kits contained Dettol cleaning products,
handwashes and soaps, as well as the video and campaign pack.
More than 26,000 primary schools were sent a promotional flyer
advertising the campaign with the option of ordering the video and
Local pharmacies were provided with background information, posters and
leaflets for parents.
Around 1,000 schools requested the campaign pack. Features appeared in
Chat, Woman’s Own and Practical Parenting as well as trade magazines
Practice Nurse, the Teacher and Healthlines.
Jo Spink PR now plans to take Soap Sud Sally and Dirty Beastie to
shopping centres and schools in a nationwide tour this summer.
The key to success was the involvement of children. Ghislaine Robson,
Johnson and Johnson MSD Consumer Pharmaceuticals group product director
said: ’It is doubly effective to get kids involved because it motivates
parents and school nurses.’
By making the campaign packs a fun educational tool, Jo Spink succeeded
in bringing teachers on board. Clear Ovex branding reinforced the link
to the product, ensuring it was not lost in the campaign.