IAB HK Digital Awards 2024: Best Advocate of Social & Environmental Impact - SILVER (Mannings 'Safe Disposal of Unused Medicines' Programme)

Mannings

Campaign: Mannings 'Safe Disposal of Unused Medicines' Programme

Brand: Mannings, DFI Retail Group

Agency: MTWT Communications

Challenges & Objectives

Recognising the harmfulness to our health and the environment due to improper disposal of unwanted drugs, Mannings became the first-ever Hong Kong community pharmacy chain to offer the unused medicines disposal service, aiming to join hands with the public to collect household pharmaceutical waste and raise awareness of proper handling of unused medicines, safeguarding the environment and community health.

Insight and Strategy

Branding Strategy

Pioneering Health Leadership
- Health advocacy focus
- Promoting primary healthcare
- Championing safe and responsible disposal of unused medicines
Elevating Health Advocacy as Our Core Brand Strategy
- Public health awareness educational campaigns
Health-First Branding & Addressing Community Health Needs
- Accessible collection points for unused medicines across Hong Kong
Differentiation Through Sustainability
- Extensive collection network + educational outreach + free medication counselling services
Converting CSR Engagement into Business Growth
- Enhances brand loyalty & attracts eco-conscious consumers
- Drives behavioural change and encourages customers to take action

Social Impact

Leveraging Brand Affinity for Health Education
- Makes health communication engaging & relatable
- Leverages store network & reputation for brand trust
Deep Consumer Understanding
- Utilises Mannings’ No. 1 pharmacy network
- Translates technical initiatives into effective marketing campaign
Leading Health Advocacy
- Drives meaningful action (e.g., proper disposal of unused medicines)
- Addresses universal health issue as every household has unused medicines

Campaign & Media Strategy

Teaser Campaign
- Generated high engagement & organic reach
Extensive Media Coverage
- TV programme, Instagram Reels, third-party collaborations, in-store POSM, print and digital ads
- Search Engine Marketing for programme details & store locations
Engaging & Approachable Content
- Influencer partnerships (Sofiee Ng, Asha)
- Animations & interactive Q&A to simplify complex health information

Execution

Target-driven 360 Communications for Engagement Maximization

Consistent design direction to ensure campaign recall
Teaser post to drive excitement
Celebrities collaboration to enhance awareness
Extensive media coverage & interview to broaden campaign reach and enhance credibility
Utilize Instagram Reels to captivate younger demographics
Leverage 3PP media to reach wider audiences

Innovation

Trailblazing Service: The first-ever chain store in Hong Kong to offer this service, marking a pioneering moment
Notable Impact: The programme collected over 8 million unused pills/capsules for safe and proper disposal from 2023 to 2024 in 3 months
Convenient Collection Points: Nearly 60 accessible points across Hong Kong for easy and convenient drug disposal
Professional Partnerships: Collaborations with professional contractor licensed by Environmental Protection Department (EPD) to leverage each resource for safe and proper drug disposal
Educational Outreach: Mannings played an educational role, informing the Hong Kong public about the significance of safe medicine disposal

Results

Collected over 8 million pills in just 3 months—a staggering 527% surge compared to 2023
Generated HK$2.1 million in media value, amplifying public awareness and reinforcing Mannings’ commitment
Widespread recognition in the industry with multiple ESG awards, reinforcing Mannings’ leadership in sustainability and community health