Panadol has been Australia’s #1 trusted brand in pain relief for the past 60 years. 

With the unfolding pandemic shifting how people cared for themselves and their community, we needed to build on Panadol’s brand position, ‘Care Starts Here', to show that Panadol truly understands and recognises care in the Australian community.


Despite the impact of COVID-19 on all individuals across the country in 2020, through the Edelman DXI research team, we discovered that Australians were increasingly caring for those in their community.

  • 1 in 3 Aussies are suffering from more pain than ever before.
  • 1 in 5 Aussies are acting as a ‘carer’ for someone in their community.
  • 71% of respondents stated they wanted more time for self-care – but can’t find it!

Panadol aimed to engage Aussies in its brand of care by celebrating the embodiment of its brand purpose – through everyday Australians who epitomise genuine care – but deserve a bit of care back due to the time and effort they’ve sacrificed.

Via a national call-out for nominations and through identifying passionate stories with care at their core, Edelman and Panadol captured Australia’s attention through sharing heart-warming community stories showcasing the collective of people who truly embody care.


The 2021 Panadol Care Collective program received over 400 nominations of exceptional Australians and the extraordinary care and commitment that they have shown to their local communities.

In addition, we:

  • Captured the hearts of over 4.7 million Australians through earned media storytelling

  • 91% of earned storytelling included key Panadol brand messaging

  • Led 14K Australians to the Panadol Care Collective nomination page

  • Recognised 55 worthy Australians with Care Packages that truly made a difference

  • Achieved a combined viewership of 1.7M Australians across partner and digital channels

  • Shared heartwarming stories of care via social media channels, reaching millions of Australians

  • Saw unprecedented lifts in unaided top of mind awareness in “brands of healthcare you think of” of 525%, over three times the normal benchmark for FMCG/consumer goods campaigns

  • 40% lift in ‘Panadol actively supports Australians who contribute to their community.’

Telling the Hope in a Suitcase story

Rachael Clancy's story is one of incredible care. The Hope in a Suitcase organisation provides children entering the foster care system with a suitcase full of belongings that they call their own. The impact of the organisation's work continues to benefit children and communities across Australia.

Peter Scoop, Newcastle Herald