Allergy relief brand Zyrtec Australia has launched a campaign to raise awareness of childhood allergic rhinitis, partnering with popular media figure Phoebe Burgess to create a storybook for parents and guardians of young children.
The campaign was produced by Team 21, Publicis Groupe Australia’s bespoke integrated agency team for Kenvue.
The campaign introduces Zach and Zoe’s Hide and Sneeze, a book inspired by Burgess’s experience raising children with allergic rhinitis, using the bedtime story routine to educate parents about allergic rhinitis and its symptoms.
The storybook will be offered as a free gift with Zyrtec product purchases at select pharmacies, as well as a downloadable e-book from local grocery stores.
The campaign follows a recent Zyrtec survey revealing that nearly 40% of Australian parents are not fully aware of the common allergens affecting their children. This is despite research showing that the likelihood of children having allergies is comparable to that of adults, with 56% of children and 58% of adults affected.
Allergic rhinitis, commonly associated with hay fever, can cause sneezing, runny noses, and itchy eyes. Unlike hay fever, these symptoms can be triggered year-round by allergens such as dust, pet dander, and mold.
“Zyrtec Storytime seeks to close the awareness gap of allergic rhinitis in parents, which can potentially lead to symptom confusion and misdiagnosis,” said Oliver Wright, self-care business unit director at Kenvue Australia.
“Our research has found that as many as two-thirds of Aussie parents have taken their child out of school or daycare due to symptoms related to allergic rhinitis, causing out-of-pocket costs. Through Zach and Zoe’s Hide and Sneeze and the accompanying integrated campaign by Publicis Groupe, we’re thrilled to harness the bedtime story ritual as an opportunity for families to learn about allergic rhinitis through imaginative storytelling.”
The campaign will rollout across multiple formats, with healthcare professional packs distributed to pharmacists to educate parents. It will also feature PR activations and a content and social media partnership with independent women’s media group, Mamamia.
“The Zyrtec Storytime campaign is a wonderful example of what can be achieved through collaboration, creativity and a coming together of multi-channel expertise,” added Helge Gruettke, chief client officer with Publicis Groupe Australia.
“This awareness campaign is rooted in a clear insight that many parents can relate to, providing them with an opportunity to discuss the effects of allergies with their children through fun storytelling.”
The campaign follows Publicis Groupe’s recent agreement to acquire influencer marketing company Influential, as advertising spend in the creator economy is poised to surpass linear TV.
See also: Publicis Groupe reports market share gains, Australia slower to grow
Credits
Kenvue
Oliver Wright, Business Unit Director
Emma Thurlow, Group Marketing Manager
Simone Tawadros, Marketing Activations Manager
Amelia Vidler, Brand Manager
Alexandria Nunez, Brand Manager
Emelia McAdam, Integrated Communications Manager
Dedei Armah, Assistant Brand Manager
Publicis Groupe
Helge Gruettke, Chief Client Officer (Publicis Groupe)
Kirsty Chase, Operations Director (Publicis Groupe)
Anna Vaindirlis-Brak, Integrated Business Director (Publicis Groupe)
Dan Myers, Head of Multimedia Operations – Production (PXP)
Top Image: Phoebe Burgess