Gniotki

A campaign aimed at reducing pharmaceutical waste caused by damaged packaging – such as crushed boxes that customers are reluctant to purchase, even when the medication inside remains fully intact. As a result, large amounts of medicine are unnecessarily discarded and destroyed.

The goal was to encourage pharmacists to educate customers on this issue and promote the sale of such products. One of the key challenges was finding the right tone to engage pharmacists without resistance.

Two creative directions were developed: a serious, educational version and a lighter, comic-style approach. Both were tested in a pilot phase. Pharmacists responded more positively to the comic version, which proved highly effective – not only in testing but also after rollout.

The campaign led to significant cost savings for the client and received very positive feedback.