2023 Winner

With many working Americans – including more than one-third of Black and Latina women - lacking paid sick days, Theraflu’s Rest and Recover Fund was an initiative to help prevent workers from having to decide between sacrificing wages to rest or working while ill. Last year, Theraflu (GSK / Haleon) contributed $350,000 to the fund, and this year, they created, with Wunderman Thompson, a short film, “Calling in Sick,” to raise awareness and engage people in the cause. The film features three generations of mothers affected by unpaid sick days, sharing their stories in the same way they would let their workplace know they were sick: over the phone. The film was sent to traditional and activist-focused festivals. By using film trailers, Theraflu directed people to a microsite to learn about the fund. Visitors could also share the film with a story of their own, under the hashtag #MakeRestARight. The efforts led to a 58% increase in the site’s engagement, along with increases in brand favourability, brand recommendations and purchase intent.

Credits

Haleon:
Brand Director Cough. Cold & Flu: Jennifer Yomoah

WT:
CCO: Cass Zawadowski
ACD: Jer Lenz
ACD: Sucheta Shankar
Art Director: Freya MacIsaac
Writer: Zach Kumaczow
Account team: Hira Aslam, Lucas Vlatkovich
PM: Claudia Bialek
VP Strategy: Ann Hazan
Sr Producer: Loren Shteyman

Production House: Casey
Director: Raquel Marvez
Executive Producer: Patrick Casey