Kiwi influencer Simone Anderson is being used to sell the campaign's message - that "life's pain points aren't the same as they used to be" and that the well-known brand of paracetamol is "moving beyond the bathroom cabinet towards a more holistic approach to care".
The makers of Panadol, GlaxoSmithKline, have defended the campaign, stressed that paracetamol is not a mental health solution, and said their aim was to help consumers to "take a holistic approach to pain management that means they are less likely to want over-the-counter pain relief".
Citing a study funded by the makers of Panadol, Anderson captioned an image of herself sitting on a yoga mat with: "When it comes to our daily stress management routine, only 8% of New Zealanders practice mindfulness/meditation, only 4% practice yoga at least once a day [sic].
"Looking after our mental health should be at the top of our priority list but most of the time it's not, we put everyone else before ourselves which means we are often not putting our best foot forward in other aspects of our lives."
Anderson, who clearly labelled the post as sponsored content, then directs followers to Panadol's Rethink Care website, before stating that Panadol should only be used for the temporary relief of pain and including information on its safe use.
The Herald approached Anderson's agent for comment on this story and was referred to Panadol's makers, GlaxoSmithKline.
A spokesperson for Panadol's makers, GlaxoSmithKline, told the Herald: "We agree with the comments from the Mental Health Foundation that health and wellbeing do not always need medical intervention, and this was the intention of the campaign.
"Rethink Care was created to encourage the use of mindfulness and meditation techniques as a method of supporting health and wellbeing in lieu of medical intervention.
"We are dedicated to reducing pain wherever we find it, so if we can help New Zealanders to reduce pain by giving them the skills they need to make mindfulness and self-care a part of their everyday routine, we believe that's just as valid a part of our mission as any other. Paracetamol is not a mental health solution."
Asked about the suitability of promoting Panadol alongside mental health messaging, the spokesperson said: "We strongly discourage inappropriate use of any medicine and would like to remind people to always read the label of paracetamol-based products carefully and use them only as required and only as directed according to the dosage guidance provided on the product label.
"The Rethink Care campaign content reiterates important lifestyle messages to help people to take a holistic approach to pain management that means they are less likely to want over-the-counter pain relief," they added.
Where to get help:
• 0800 543 354 (0800 LIFELINE) or free text 4357 (HELP) (available 24/7)
• https://www.lifeline.org.nz/services/suicide-crisis-helpline
• YOUTHLINE: 0800 376 633
• NEED TO TALK? Free call or text 1737 (available 24/7)
• KIDSLINE: 0800 543 754 (available 24/7)
• WHATSUP: 0800 942 8787 (1pm to 11pm)
• DEPRESSION HELPLINE: 0800 111 757 or TEXT 4202
• NATIONAL ANXIETY 24 HR HELPLINE: 0800 269 4389
If it is an emergency and you feel like you or someone else is at risk, call 111.
