FT. WASHINGTON, Pa., June 11, 2015 /PRNewswire/ -- The makers of TYLENOL® announced today the launch of #HowWeFamily, a program that celebrates the love shared by modern families and empowers them to proclaim their familial pride. The program highlights the evolution of families and showcases that, despite the differences, families share similar intrinsic values that create enduring bonds. A multi-faceted initiative, #HowWeFamily aims to spark a conversation about acceptance through vignettes of real families, the findings of a research study and a national advertising campaign.
Gabrielle Union Partners with TYLENOL(R) to Celebrate and Ignite a Conversation Around #HowWeFamily To Show It Isn't Who You Love But How, That Matters Most.
To champion the diversity of families, TYLENOL® will release a powerful video series featuring real families from across the country to inspire confidence in all the ways people do family. Over the course of the next three months, the video series will profile ten unique family stories ranging from a household of two moms whose unconditional love has helped them through health challenges to an immigrant family from Nigeria who believe strongly in maintaining connectedness through the traditions they share.
TYLENOL® will also release the results of the #HowWeFamily study – a national survey conducted to learn more about the important beliefs shared by families today.
"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," said Dr. Gail Saltz, ambassador for the #HowWeFamily program. "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.1"
One of the first stories shared will be from actressGabrielle Union, who has partnered with TYLENOL® on #HowWeFamily to encourage others to join in the conversation. A devoted step-mother, loving wife and daughter, as well as, member of the largest African American family in Nebraska, Union is proud of her family's dedication to one another and their fundamental belief in inclusion.
"My family may not look like everyone else's but it's legitimate, real and valuable," said Gabrielle. "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. You shouldn't need to explain it. Love has no borders. That's why I'm so proud to partner with TYLENOL® on #HowWeFamily to help disrupt the judgment and inspire confidence in all families."
Furthermore, TYLENOL® has joined forces with award-winning filmmaker and social activist, Dustin Lance Black, to create a national advertising campaign that depicts, through the portraits of real families, that what matters most to all families is love.
"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," said Manoj Raghunandanan, Senior Director of Marketing, McNeil Consumer Healthcare. "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."
Beginning today, TYLENOL® invites families to utilize #HowWeFamily on social media to join the conversation. In September, the #HowWeFamily program will culminate in the release of a docu-short featuring more stories from today's families as well as a donation to Children's Health Fund, an organization that provides healthcare to children in need, to continue building healthy families across the country.
For more information on #HowWeFamily and to view real #HowWeFamily stories, visit www.HowWeFamily.com.
About McNeil Consumer Healthcare McNeil Consumer Healthcare Division of McNEIL-PPC, Inc. markets a broad range of well-known and trusted over-the-counter (OTC) products. McNeil Consumer Healthcare is most widely recognized for the TYLENOL® brand. Other McNeil Consumer Healthcare brands include BENADRYL®, ZYRTEC® and ZYRTEC®-D allergy medicines; IMODIUM® A-D anti-diarrheal, MOTRIN® IB; and SUDAFED® and SUDAFED PE® nasal decongestants.
CONTACT: Holly Derrick 215-273-7923
1 Online survey conducted by GfK's KnowledgePanel® on behalf of the makers of TYLENOL® during March 12-19 2015 among 1,678 U.S. Adults, Age 18+.
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