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Help’s New Website Urges Consumers To ‘Take Less’

Help’s New Website Urges Consumers To ‘Take Less’
Advertising

Boutique pharmaceutical company redesigns packaging and message to show consumers that less is more.

Nestor Bailly, PSFK
  • 26 october 2011

Boutique pharmaceutical company Help Remedies unveiled a sleek new website last week, helpineedhelp.com, and recently launched a new ‘Take Less’ PR campaign.

Based on the idea that the consumer drug aisle is dominated by complicated and unhealthy over-the-counter (OTC) drugs sold by companies that need to constantly reinvent products that haven’t changed in decades (aspirin has been used since the 1800’s), Help Remedies aims to provide clear, single-ingredient products in small doses without additives.

Click to enlarge

Flashy labeling, multiple active and inactive ingredients, dyes, and high dosages all lend to consumer confusion in the drug aisle.

More than an incidental annoyance, this confusion can actually be dangerous. According to the National Safety Council, increases in accidental overdoses of over-the-counter, prescription, and illegal drugs are one of the fastest-rising causes of accidental death in the United States: An estimated 25,000 people die of unintentional poisonings from these substances each year.

Aimed at consumers who aren’t chronic drug takers, Help wants to send the message that you don’t need jumbo-sized buckets of pills or multi-ingredient cocktails to cure most ailments. Smaller doses of single ingredients do the job well enough, and that’s exactly what Help provides in clear, bio-degradable packaging.

Their ‘Take Less’ message is definitely part of a ‘less is more’ trend among marketers and brands competing for space in crowded markets. Instead of blasting consumers with colors, words and information, these products distinguish themselves with simplicity and a social message. Help’s is one of public health (they also donate 5% of profits to U.S. children’s health organizations) and consumer rights.

The above infographic (click the image to enlarge) visualizes the complicated and arduous process that a consume must go through when trying to decide what kind of headache medicine to take to cure themselves. And highlights how simple the process could be if just based on dosage and active ingredients.

helpineedhelp.com is a witty site with tons of fun videos and interactive content. The majority of the front page, in fact, does not directly relate to any product but rather entertains and educates visitors. The PR launch includes posters in smaller cities and mini-brochures in the over 8,000 Walgreens where Help Remedies can be found. Help Remedies are available in Duane Reade’s across the country.

helpineedhelp.com

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