The Gripex campaign “Sick Responsibly” (“Choruj odpowiedzialnie”) was awarded the title of the most effective image campaign in the Lithuanian market in 2016 in the “Password” competition.

In Lithuania, 75% of people go to work while having a cold or the flu. 60% of managers do not pay attention to the fact that a subordinate is sick, yet 54% of employees are upset with colleagues who come to work sick. For this reason, instead of encouraging consumers to work while having a cold, we decided to say something exactly the opposite. The “Sick Responsibly” campaign aimed to break the Lithuanian “sick culture”. Its main goal was to show that it’s worth taking time to recover, because by coming to work sick, we risk not only our own health but also that of others.

The foundation of the campaign was ATL and BTL activities, covering a broad spectrum of media – TV (including a 20-second spot presenting the epidemiological situation in various regions of the country, aired after the main news bulletin and weather forecast), internet (display, content – video reports, articles, social media, contests), radio, OOH (citylights, bus stops, buses, trolleybuses, elevators in business centers, information monitors at checkouts in Maxima hypermarkets) and activities in pharmacies (wobblers and promotional monitors in the largest Eurovaistine network).

The organizer of the “Password” contest is the business daily and internet portal “Business News”.