In June, J. Walter Thompson New York and Tylenol launched #HowWeFamily, a touching and courageous campaign about Tylenol’s support of all families for over 60 years.
The integrated effort, an extension of Tylenol’s Norman Rockwell holiday campaign in 2014, kicked off with a powerful :30 TV spot. that echoed the brand’s belief that family is not about who you love, but how you love.
#HowWeFamily features real families and celebrates our evolving definition of family. The videos were directed by Dustin Lance Black, activist and Academy Award-winning writer of Milk.
To support the launch, Tylenol and the J. Walter Thompson New York team also unveiled howwefamily.com, a digital hub built in partnership with Mirum.
The site features a docu-short series featuring 10 real American families, a behind-the-scenes look with the director and fast facts about the diversity of modern American families.
— Read more about #HowWeFamily on Advertising Age.