Winner: Silver Rx Award

This campaign had a limited media spend so it needed to stand out and in order for it to be successful. The term 'waterworks' is often used as a polite reference to bladder problems, and this ad brought the term to life in a visual and surprising way that achieved real cut through.

As a prescription pharmaceutical, the Flomax brand was not permitted to be advertised to the general public in Australia. So a disease-state awareness campaign was created to help men identify their urinary symptoms, and either ask their doctor, or call the Flo-Care hotline to receive a confidential information pack. The green pyjamas served as the common link between the consumer and healthcare professional communications. Once a person had called the hotline a pack was also sent to their GP informing them of the enquiry and supplying them with all the required information.

The second ad in this campaign was targeted at General Practioners and addressed the issue that GPs thought Flomax was too expensive and their patients wouldn't pay for it because it wasn't listed on the PBS, when in fact a survey had found this not to be the case.

The GP ad depicted a running tap instead of a dripping tap (solution rather than problem) with the headline reading  "Flomax- your patients will know it's worth it".