Case Study
Getting Parents to “Ditch the Spoon” for Dosing
Agency: R/P Marketing Public Relations
How do we show parents how silly it is to dose pharmaceuticals with a spoon? I proposed and developed a campaign that highlighted other tasks spoons are lousy at performing.
Through its ongoing “Treat With Care” educational efforts, the Consumer Healthcare Products Association (CHPA) sought to educate young parents on the safe, effective way to use over-the-counter liquid medications – using only a syringe or the dosing cup with millimeter dosing lines supplied with the medicine.
Through humor and colorful imagery, the “Be Precise with the Right Device” national PSA campaign helped grab parents’ attention and direct them to educational tips for using these medications correctly.
Research showed that 8 out of 10 parents were giving the wrong dose of liquid medicine to their child by accident.
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