Benylin fights back against 'sickie' claims

LONDON - The manufacturer of Benylin is fighting back after a Daily Mail article claimed its new ad encouraged workers to pull "sickies".

The ad, by JWT, shows an ill worker lying in bed, and ends with the strapline: "Take a Benylin day."

Yesterday's Daily Mail article quoted employers' organisations, which claimed the ad could encourage absence by employees with only minor complaints.

But a statement from McNeil Products, which manufactures Benylin, said: "The 'Take a Benylin day' campaign is based on valid medical opinion, and the principle of staying at home to recover from sickness is strongly supported by UK bosses.

"The campaign is not encouraging employees to take unnecessary absence."

It quoted research, which found that 73 per cent of UK bosses felt workers should stay at home to recover, rather than spending an unproductive day in the office.

The statement said: "This view was also endorsed by healthcare professionals, who recognised that by dragging yourself to work you not only compromise your productivity and prolong the duration of your cold/flu, but you also risk infecting your colleagues."

JWT London's business director, James Whitehead, said: "We are taking a responsible approach to breaking the sickness cycle during the cold and flu season.

"Our aim is to stop the domino effect caused by the spread of germs in the workplace."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More