Not on my watch

The brief

Raise awareness of Hedrin as the number one treatment amongst parents with young children who are likely to be dealing with head lice for the first time in the near future.

The idea:

Preparing for ‘back to school’ involves familiar rituals for children and their parents. Like buying new shoes and stationery, a fresh haircut is an exciting step towards the start of a new school term. So, it’s this ‘moment’ that we used as the memorable platform to engage our target audience. From pig tails to an afro, our child stars showed off their new hairstyles with confidence, accompanied by direct and defiant messaging that united parents and Hedrin together. Our message was simple, trust in Hedrin to get the job done without the need for stress or worry.