Unichem and Life Pharmacy make everyday empathy the hero in new ‘Make Your Problems Our Problem’ campaign via McCann NZ

Unichem and Life Pharmacy are putting empathy front and centre in its latest brand campaign, ‘Make Your Problems Our Problem’ via McCann NZ, by celebrating the deeply human care shown by its pharmacists every day.

Proudly New Zealand owned and built on personal connection, Unichem and Life Pharmacy have long differentiated themselves through the expert advice delivered with warmth and understanding by its pharmacy and in-store teams. In a category increasingly dominated by international, big-box competitors, the brand continues to stand apart by taking the time to listen – and genuinely care – for its customers.

Following the momentum of Life Pharmacy’s Cannes Lions and Effie Award-winning ‘Awkboards’ campaign, Make Your Problems Our Problem continues the brand’s commitment to creatively addressing healthcare with humanity and humour.

Building on this platform, the new campaign shines a light on the everyday empathy shown by Unichem and Life Pharmacy pharmacists – particularly during the summer months when minor injuries, allergies and small ailments are experienced often when away from home.

The brief was simple: remind New Zealanders that Unichem and Life Pharmacy staff don’t just dispense advice; they take genuine ownership of their customers’ wellbeing. The result is a humorous yet deeply human expression of empathy that reinforces the pharmacies’ role as trusted, people-first healthcare brands.

Says Edwina Neilson, Marketing General Manager at Green Cross Health: “We’ve always been about putting people first. This campaign reflects the care our pharmacists show every day – taking the time to listen, understand and genuinely help, no matter how uncomfortable or strange the issue might be.”

Creative Directors at McCann NZ, Alan Jones and Angelo An, say the idea came from treating empathy as something more than a buzzword: “Empathy is one of the most powerful tools a pharmacist has. By visually dramatising that idea, we were able to show just how deeply Unichem and Life Pharmacy’s people care (in a way that’s completely stupid, of course).”

The campaign brings this idea to life through a literal and unexpected execution. Across print, out-of-home and display, we see pharmacists appearing to suffer from the exact same ailments as the customers they’re helping – from dramatic allergic reactions and broken arms to pregnancy nausea.

Using a combination of historical sales data, regional events and pollen & UV forecasts, a ‘burns, bites and bumps’ algorithm was created to feed regional OOH banners with messages reminding people to take care of their allergies, skin and selves when the weather was sneezy, hot or likely to rain around festivals and coastlines.

The radio execution carries the idea through sound, with a Life pharmacist rattling off a chaotic list of customer ailments as though they’re experiencing them firsthand.

PLAY THE RADIO:

Client: Green Cross Health
Agency: McCann NZ, previously FCB Aotearoa
Media: FCB Media
Head client: Edwina Neilson
Retail Marketing Manager: Jenna Cook
Creative Director: Alan Jones, Angelo An
Art Director: Willow Whitham
Copywriter: Zac Riddell
Photographer: Mike Braid
Producer: Elizabeth Roebuck
Head of Creative Technology: James McMullan
Account Director: Jasmine Lawrence
Design: Rob Flynn, Maria Bush
Retoucher: Alex Reznick

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