By David Greenwood

There were whoops and cheers at the Communiqué Awards last night as the Hedrin team took to the stage to collect the accolade for Excellence in Consumer Health Communications.

Combining ‘great creativity with clear, concise and consistent advice’ the already multi-award winning head lice campaign included the introduction of expert-led of best practice guidelines, the launch of a pharmacy training programme and continued development of the parent education initiative Once a week, Take a Peek.

The success we’ve enjoyed with the Hedrin campaign over the years is something we’re all very proud of and highlights the importance of building activity around a solid, tested strategy.

Judges comments from the night:

“This programme really focused on the different needs of its target audiences, harnessing expert opinion to reach pharmacists whilst bringing the role of the parent to the forefront in head lice treatment and prevention with its “Once a week, Take a Peek” message. Well integrated and thought through, it incorporated multiple initiatives and resulted in an

increase in market share.”