2015 Winners & Shortlists

Results and Effectiveness

Today, Panadol True Hero has touched the hearts of millions by creating a caring social community and celebrating the strength it takes to be a caregiver. Over 2.6million views on Youtube were generated – enough viewing to run continuously for three years. Content not only drove 1-in-2 viewers to the app but also prompted nearly half of those to spread the word. Brand affinity towards Panadol rose by 23%, recommendation increased 14% and identification as a ‘caregiver’ grew by 16%. True Hero also succeeded in changing perceptions as we saw a 20% increase in Panadol being seen as an empathetic brand.

Creative Execution

Our hunt across Arabia to identify selfless caregivers began with two inspirational women called Lama and Fatima. Through Branded Content, we used their stories and they became our ambassadors, who set the precedent for True Heroes to follow. These two extraordinary caregivers would inspire people to come forward and nominate their own True Heroes through a Facebook application. Be it a teacher, a nurse, a friend, a mother, a daughter or an office boy-heart-warming stories and tales of superhuman care came flooding in. Whilst all the nominees received their own social recognition and reward, two exceptional individuals finally became the face of Panadol True Heroes. Faiz Moosa was the founder of a baseball league for children with special needs. And Haya was an inspirational young girl who at the age of 12 established ‘Chirag’ – a campaign to provide solar lamps to villages with no power in Afghanistan.

Insights, Strategy and the Idea

Panadol in Arabia is a well-known brand. However, we spotted an opportunity to increase brand love. To dial up on this, we came up with a new platform of ‘Caring takes strength’ – supported by traditional communications such as TV, print and outdoor. But we needed engagement to drive the message home. So, what was the insight that sparked the idea? Caregivers across Arabia had one thing in common - despite their relentless and resilient efforts to help others, thanks and recognition was often absent. It was time to identify and celebrate these unsung heroes of our society. Hence emerged the idea of ‘Panadol celebrating the True Heroes of Arabia’. A socially-led campaign to celebrate and honour those who make a difference in other peoples lives.