Johnson & Johnson - Banlice
Ban Lice Outdoor – Cable Car & Bridge / J. Walter Thompson Sydney
Johnson & Johnson briefed us to create an awareness-driving campaign to convince parents of the benefits of Banlice as an easy solution for removing head lice in children.
Head lice can’t fly, so the only way they transmit from head-to-head is by direct contact. With the constant playtime and in-class interaction throughout the day, this means children are more likely than anyone to contract head lice.
The campaign needed to show just how easy it is for children to catch head lice, as well as position Banlice as the easiest way to get rid of them.
Portraying the ease in which head lice can travel from one child’s head to another in a printed medium meant that we had to come up with a visual concept and execution that was just as easy to understand. The use of instantly recognisable visual metaphors with a simple yet thought-provoking line allowed us to do this in an interesting and original way.
The media chosen was also a key factor in the success of the campaign. We booked poster sites on popular ‘school run’ buses; meaning parents were likely to be exposed to the message whilst with their children.