ADVERTISING

Theraflu

Sick of Working Sick

Agencies: Grey Argentina Grey London

Description

Believe it or not, only 15 States in America have paid sick day laws. That means that more than 28 million workers have to go to work sick or they don’t get paid. Theraflu, a leading cold and flu medicine, believes that going to work while sick is bad. Bad for you, bad for those around you, bad for everyone… It's even bad for business, But it's especially bad for african-american and latino women because many of them perform the low wage service jobs which lack sick pay.

Haleon has worked with WPP, Edelman and a leading nonprofit legal advocacy organization dedicated to work-family justice, to do something about this. First, they launched the Rest and Recover Fund which has given 3250 grants to workers without sick pay. This is not enough, so in 2023 they decided what was really needed was universal paid sick leave legislation, because workers in America are SICK OF WORKING SICK.

So, with a series of spots created by Grey, Theraflu invited Americans to petition Congress to make paid sick leave a right for all using their own paid media to promote this.

Pam Remash, Cold Cough & Flu Marketing Director US at Haleon tells us "we believe people shouldn't have to make the difficult choice between their health and their paycheck. It should not be a privilege but a right to be able to rest and recover."

The campaign shows the disparity where some workers can stay home and recover from a cold or a flu, while others are forced to go to work to earn their daily wages. It was shot in Nashville with a cast which consisted of actors and real workers that have suffered lack of paid sick leave.

“This is a real issue, so we wanted performers who knew what it felt like,” say Joaquin Ares and Mariano Favetto, Executive Creative Directors of Borderless Grey. “ These stories needed to be shared in a way that no cold and flu medicine has done before. That's why we chose Elena Parasco to direct them - we appreciate her strong point of view on gender issues and her empathetic approach to conveying them.”

The campaign ran during last winter and so far, 1 in 2 people who saw it have petitioned Congress for a change in legislation. Haleon is in active contact with legislators to keep pushing the issue, and say they won't stop until paid sick leave is a right for all.

This professional campaign titled 'Sick of Working Sick' was published in United States in June, 2024. It was created for the brand: Theraflu, by ad agencies: Grey Argentina and Grey London. This Integrated medium campaign is related to the Health industry and contains 3 media assets. It was submitted 7 days ago.

Credits

Advertiser: Haleon

Product: Theraflu

Title: Sick of Working Sick

Agencies: Grey Argentina, Grey London
Executive Creative Directors: Joaquín Ares, Mariano Favetto
Creative Director: Jeremías Barthe, Francisco Rosenfeldt
Account Managers: Hanna Essinger, Elizabeth Martin
Grey Global Chief Creative Officer: Gabriel Schmitt
Grey Global Creative Partner: Diego Medvedocky
Grey Global Craft Partner: Costanza Rossi
Grey Global Head of Creative Excellence: Maru Sokolowski
Grey Global Sr. Creative Manager: Catrina Ramos
Grey Global Senior Producer: Emiliano Alvarenga

PR Agency: Edelman NY
Executive Vice President, Health: Jocelyn Oliva
Senior Vice President, Purpose: Molly Malloy
Senior Vice President, Health: Nicola Pring
Senior Vice President, Purpose: Caroline Lynn
Account Supervisor, Health: Nierah Jinwright
Assistant Account Executive, Health: Ciana Williams
Executive Vice President, Influencer Marketing: Brooks Miller
Director, Influencer Marketing; Daniah Almidfa
Manager, Influencer Marketing: Stephanie Clark
Junior Coordinator, Influencer Marketing: Yahaira Colmenero
Research Director, DXI: Nicola Scobell
Executive Vice President, National Health Media: Kim Angelastro
Senior Vice President, Earned Media: Anne Cummings
Senior Media Executive, Earned Media: Hadley Kerr
Media Executive, Earned Media: Lindsey Talkington

Haleon
VP and Global Brand Lead Respiratory: Fernando Bodalo
Global Marketing and Digital Director Theraflu: Meriem El Khyari
Chief Marketing Officer NA: Katie Williams
VP Marketing, Respiratory: Sameer Rabbani
Marketing Director, Cough Cold Flu: Pam Remash
US Brand Lead Theraflu: Jack Wu
Associate Manager, Theraflu: Matt Anis
Manager, External Comms: Sarah Miller
Design Manager: Linda Espinoza

Production Company: Papaya Films
Director: Elena Parasco
Head of Production: Rupert Greaves

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