Managing ibuprofen misinformation during COVID-19.
When the experts got it wrong, we jumped in with our award-winning issues management expertise to protect Nurofen's reputation!
A tweet from the World Health Organisation linking ibuprofen to aggravated symptoms of COVID-19 resulted in a wave of misreporting in Australian media.
We huddled with authority bodies in the health space and developed scientific, fact-based statements demonstrating there was no truth to the claims and that ibuprofen does not cause further symptoms or aggravation.
Distributing these to media who had written stories - or may write stories in future - we corrected the misreporting within just three days, helped along when WHO's tweet was redacted as well in an award-winning issues management campaign.