Brief
Say were briefed to increase distribution and visibility for the Lice Attack brand to break through the noise of heavyweight competition. This meant developing compelling reasons to use the product vis-à-vis the whole gamut of head lice treatments, old and new. The challenge was to gain share of voice against intense competitive activity, with limited resources.
Solution
To get maximum value, the campaign was timed to break just before a national ‘Bug Busting Day’. Say aimed to position Lice 
Attack as the ethical choice versus the powerful (and sometimes harmful) chemical products of competitors, by demonstrating effectiveness and ideal side effect profile.
Say negotiated a partnership with The Sun newspaper to run a mini-trial with its readers, granting the paper first refusal on the results and any ensuing case studies. This activity provided the main impetus to the consumer campaign, which worked alongside a professional relations campaign to promote Lice Attack’s clinical evidence. A mix of activities were implemented to maximise the trial results, including:
- one-to-one media briefings
- a national and regional radio campaign
- development and placement of compelling personal testimonials and emotive case studies of three families affected by head lice
Say also leveraged celebrity children’s lice stories in the media, and press office activity encouraged review of the product in Tried & Tested and Q&A columns across the national media
Result
A total of 43 pieces of coverage/broadcast were achieved, with an estimated circulation of 17,675,569. The campaign succeeded in highlighted Lice Attack as an ethical choice in lice control.