Zyrtec launches story book to raise awareness of allergy symptoms via Publicis Groupe Australia

Zyrtec Australia has collaborated with celebrity mother-of-two, Phoebe Burgess, to raise awareness of the triggers and symptoms of childhood allergic rhinitis, via a new campaign by Publicis Groupe Australia.

The hay fever relief and allergy treatment brand has worked with Phoebe to produce a new story book aimed at parents or guardians with children under six years of age, titled Zach and Zoe’s Hide and Sneeze. The story is inspired by her experience raising children with allergic rhinitis and will be provided as a free gift with the purchase of Zyrtec products in selected pharmacies.

Allergic rhinitis results in symptoms that can cause sneezing, runny noses and watery, itchy eyes. Although many Aussies have heard of hay fever, symptoms of allergic rhinitis can be triggered all-year-round by things like dust, pet dander and mould.

While research suggests the potential for kids to suffer from allergies is on par with adults (56% vs. 58%), a recent survey of 1,000 Australian parents commissioned by Zyrtec found nearly 40% are not fully aware of the common allergens that could be affecting children. Symptoms of allergic rhinitis can be confused with the common cold. Given allergic rhinitis can be managed, this could be costing parents hundreds of dollars each year from taking their children out of daycare due to the misdiagnosis of symptoms.

With the bedtime story core to most young families’ routine, an opportunity was identified for Zyrtec to tap into the nighttime ritual and help bridge the knowledge gap for parents by using the book as a conduit for opening conversations about allergies with their children.

Oliver Wright, Self Care Business Unit Director at Kenvue Australia said, “Zyrtec Storytime seeks to close the awareness gap of allergic rhinitis in parents, which can potentially lead to symptom confusion and misdiagnosis. 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.”

Helge Gruettke, Chief Client Officer with Publicis Groupe Australia, said, “The Zyrtec Storytime campaign is a wonderful example of what can be achieved through collaboration, creativity and a coming together of multi-channel expertise. 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. After three years of partnership with Kenvue, we’re thrilled to continue innovating and exploring new ways to put the power of everyday care into the hands of their consumers.”

The multi-format national campaign will include health care professional packs for pharmacists to distribute to parents to generate buzz and provide education. It will also be supported by PR activity and a content and social media partnership with women’s independent media group, Mamamia.

The campaign has been produced by Team 21, Publicis Groupe Australia’s bespoke integrated agency team for Kenvue.

Illustrated by Simon Greiner, Zach and Zoe’s Hide and Sneeze will be available as a free gift with any Zyrtec purchase at Chemist Warehouse, Terry White Chemmart and other independent pharmacies, from 1 September until stocks last. It will also be available as a downloadable e-book from local grocery stores.

For more information, visit www.zyrtec.com.au/storytime.

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)