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.

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