The target for this spot are mums and dads. While they admit threadworm is unpleasant, research has shown that they don’t see it as life threatening, and have come to realise that it’s just ‘one’ of those things. After the fact, they even find a bit of humour in the thought. They just want to know what to look out for and how to cure it.

Healthcare/pharmacy advertising in Australia is heavily regulated, making it increasingly difficult to make any product efficacy claims, especially on TV. Communications that avoid making claims and therefore, avoid having to qualify them tend to cut through the clutter.

Back to school for kids is always an interesting time. You suddenly have lots kids in tight quarters, with lots of germs going around. As a result, worms are easily spread. For mums, it’s just accepted as one of those things that you treat and move on. So we created a fun spot to remind mums that should their kids start to display the symptoms of worms, Combantrin is there for them.