Product
Panadol Osteo is a pain relief product suitable for people with osteo-arthitis. The core age for use of this product is over 65 years.
Challenge
To reach people age over 65 years experiencing arthritic pain with a memorable call to action
Solution
Advertising on the front cover and Page 1 of Australian Women's Weekly and NZ Gardener in Retirement Villages throughout NZ and GP waiting rooms in 'older' area.
Each magazine had a tip-on pad with a check list that would help the audience self-identify. The call to action on the checklist was to discuss Panadol Osteo with a GP.