Panadol adds COVID-19-related support to brand proposition

Panadol extends its current brand platform with mental wellbeing partnership

Panadol has partnered with mental health non-profit organisation, Smiling Mind, in a new initiative to help Australians look after their mental health and well-being during the COVID-19 pandemic.

The initiative is an extension of Panadol’s ‘Let’s Rethink Care’ brand platform introduced last year with agency, whiteGREY, which has also developed and executed Panadol-led online and social creative. GSK Consumer Healthcare A/NZ senior marketing manager, James Meins, said its mission to help Australians rethink care has become more important with the additional challenges and stress brought on by COVID-19.

“Self-care is essential for one’s wellbeing and is often forgotten in challenging times like these, particularly when looking after your loved ones becomes priority,” he said. “Panadol has been fortunate enough to be in a position to be able to give back to the community, so it was essential that we did this in an all-inclusive way, our partnership with Smiling Mind achieves this by making the tools to practice mindfulness more accessible for all.”

The partnership will see the pain management brand launch a 30-day ‘Mindful Month’ encouraging users to complete daily mindfulness exercises over 30 consecutive days within the free Smiling Mind app. Participants can register via the website to receive weekly support from Smiling Mind’s psychologists, track their progress and results via pre- and post- surveys and access downloadable tools and ongoing content.

Smiling Mind commercial director, Sarah Maher, said the partnership is part of its mission to provide accessible, life-long tools to help every mind thrive.

“Mindful Month with Smiling Mind has been crucial to our efforts in helping Australians prioritise their mental health during this challenging time,” she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in