Emla® is a simple-to-apply dermal anaesthetic available over-the-counter at pharmacies without a prescription. It minimises the stress associated with needles, minor skin surgery and minor cosmetic procedures.
Freckle and Partner’s solution was to create a fresh, approachable, soothing and fun personality for the brand. “Relax about the Vaccs” was a fun, non-threatening campaign that instantly identifies the key benefit of Emla® and communicates the directive of the campaign that there will be less discomfort for kids and less stress for parents. , ottom line you can relax about your vaccination.
“Relax about the Vaccs” researched well in focus groups with mothers. The campaign was launched to consumers, healthcare professionals and pharmacies across Australia. Key placement of literature was vital and Freckle worked with PharmaBroker to identify doctors’ surgeries where educational material could be useful to both the practice and patients. Freckle developed a branded ‘Information Pack’ containing leaflets, pads, fridge magnets and posters to enable surgeries to promote the benefits of Emla®.
Deliverables included creative campaign development, illustration, medical copy writing, focus-group testing, POS, intensive print and distribution campaign, web development, trade and consumer press advertising and exhibition stand design.