25 February 2021 - Deborah Wilkes
Bayer Consumer Health’s Empower Muslims for a Healthy Ramadan campaign is the winner of the OTCToolbox Consumer Healthcare Industry (CHi) Award for Self-Care Initiative of the Year.
The company said the campaign sought to “educate and empower” Muslims to take charge of staying healthy during the physically demanding fasting ritual.
The campaign, which started in 2019 and extended into 2020, supported a number of brands including immunity product Redoxon and digestive remedy Rennie. It encompassed Muslim-majority countries including Indonesia and Malaysia as well as the Middle East region.
Bayer Consumer Health said the campaign had taken a “modernised marketing approach that marries cultural insights with science”.
Abbie Lennox – Global Executive Board Member & Global Chief Regulatory, Medical, Safety and Compliance Officer at Bayer Consumer Health – said the company was “extremely proud and happy” to be honoured with the Self-Care Initiative of the Year award for its Empower Muslims for a Healthy Ramadan campaign.
Better self-care solutions
Lennox told OTCToolbox: “This Award motivates us so much as we are passionate about what we do and this acknowledges our efforts in providing better self-care solutions to empower the transformation of everyday health for everyone – everywhere.”
The best in business development and innovation
The OTCToolbox CHi Awards honour the best in business development and innovation around the world.
Self-Care Initiative of the Year was one of five CHi Awards presented during the OTCToolbox 2021 Consumer Healthcare BD&I Event on 25-26 February 2021.
- Transaction of the Year
- Business Development Team of the Year
- Innovation of the Year
- Regulatory Achievement of the Year
- Self-Care Initiative of the Year