McNeil, Tylenol launch #HowWeFamily campaign

FT. WASHINGTON, Pa. — McNeil Consumer Healthcare, the makers of Tylenol, have launched the new #HowWeFamily effort. The months-long campaign begins today, urging families to share their stories of how they show their love for each other on social media, tagging it with #HowWeFamily.

 

“For the past 60 years, Tylenol has helped care for families of all shapes and sizes. As a brand, we recognize that family truly isn't about who you love, but how,” McNeil’s senior director of marketing Manoj Raghunandanan said “Through the #HowWeFamily program, we are starting a conversation that celebrates the diversity of families today and the shared pride they have in how they love.”

 

The campaign will be accompanied by a series of videos from Tylenol showcasing real families of diverse backgrounds and makeup, the first of which stars actress Gabrielle Union. It will also work with filmmaker and activist Dustin Lance Black, who will create an ad campaign featuring portraits of real families, and in September, Tylenol will release a short documentary showcasing more families

 

“My family may not look like everyone else's but it's legitimate, real and valuable,” Union said. “As a family, whether that is my immediate family or extended family of over 100 cousins, we believe that whatever incarnation your family comes in it is valid. …  That's why I'm so proud to partner with Tylenol on #HowWeFamily to help disrupt the judgment and inspire confidence in all families.”

 

In addition to making a September donation to the Children’s Health Fund, which provides health services to children in need, Tylenol will release the results of its #HowWeFamily study, a survey that provides information which provides a look at how families define themselves.  

 

“Regardless of structure, cultural background, race or religion, key themes that emerged from the #HowWeFamily study revolve around the importance of unconditional love, maintaining traditions, and worthy sacrifice," a #HowWeFamily ambassador and psychiatrist Dr. Gail Saltz said. “Ultimately, the study found that families today are extremely proud of who they are and, even if given the opportunity, 82% wouldn't change a thing to fit a norm.  It is so important for Tylenol to now give families the platform to showcase this pride.”