Edelman Australia with Reckitt Benckiser won the award for the best PR initiative at the Australian Self Medication Industry Awards on 12 November for the Manage Pain – effectively, safely, responsibly pharmacy education campaign.

The Manage Pain campaign was developed on behalf of Reckitt Benckiser, manufacturers of Nurofen Plus, to give pharmacists a suite of materials to help Australians take pain relievers that contain codeine appropriately.

The campaign was developed in conjunction with a range of stakeholders and was endorsed by the Pharmacy Guild of Australia and the Pharmaceutical Society of Australia.

In an era of Public Engagement this was more the just a one-off campaign. The award is the culmination of years of hard work by Edelman, RB, and the sphere of stakeholders who all invested time to ensure the quality use of medicines in Australia.

Indeed, empowering stakeholders is fundamental to the success of every campaign; consulting with interested parties and being flexible enough to adapt based on evolving insights.

The Manage Pain campaign also used a range of mediums to reach its audiences with digital media, point-of-sale reminders, pharmacy staff cards, as well as traditional media outreach successfully used.

Well done the team responsible; Helen Paynter and Linda Duffy.