Issue Communications

Taking Health Care Personally

With the CHPA Educational Foundation


01 / Background

The Consumer Healthcare Products Association (CHPA) represents the leading manufacturers of over-the-counter (OTC) medicines including Tylenol, NyQuil, and Excedrin. GMMB works with the CHPA Educational Foundation to ensure that patients and consumers know how to safely use, store, and dispose of their medicines.

2009 - 2015
Advertising / Creative Content / Digital / Movement Building / Public Relations / Brand Strategy

02 / Strategy

In 2009, GMMB was tasked with managing the Acetaminophen Awareness Coalition (AAC), a group of leading health care providers and consumer organizations that works to educate consumers on how to safely use medicines containing acetaminophen—the most common drug ingredient in America. Using findings from research conducted with health care providers and consumers, GMMB worked with the AAC to brand, develop, and launch the Know Your Dose campaign in order to raise awareness and promote the safe use of acetaminophen.


03 / Work

The Know Your Dose campaign maintains a presence in key places where medicine safety is top-of-mind: doctors’ and nurses’ offices, retail medicine aisles, pharmacy counters, and online. Campaign messages are communicated to consumers through Coalition members, strategic advisors like the U.S. Food and Drug Administration, and partners ranging from the American Chronic Pain Association to Walmart. Other campaign elements include earned and paid media efforts during targeted seasonal pushes and ongoing work with health care providers to ensure that consumers and patients have the most up-to-date information they need to use medicines with acetaminophen safely. The campaign is anchored by KnowYourDose.org, which provides information and tools including an online educational acetaminophen game, an acetaminophen safe use PSA, an interactive medicine label reader, and free educational materials in English and Spanish for health care providers to share with their patients.


04 / Results

To date, Know Your Dose has reached more than 400 million consumers and health care providers with its acetaminophen education messages. More than 25 regional and national organizations have joined as campaign partners, and health care providers and consumer groups have ordered more than 6 million educational materials. Post-exposure surveys of paid media elements show higher-than-average lifts in awareness and intent to change behavior. Current research indicates that more consumers report knowing how to safely use medicines with acetaminophen and avoid accidental overdose and liver damage. A nationwide survey of 2,000 U.S. adult pain medicine users showed that safe use knowledge and risk awareness has increased significantly over a three-year period (2010-2013).