Theraflu’s “Right to Rest & Recover” initiative, which advocates for workers in the U.S. who don’t receive paid sick time, has expanded its focus this year to include partnerships with policymakers.

Raising awareness of the country’s lack of guaranteed sick pay and of individuals’ workplace rights is still a priority. So is promoting the Right to Rest & Recover fund, which awards micro grants that reimburse the wages of those who take an unpaid sick day. For its fourth year, however, the OTC cold and flu medication brand “wanted to lean a little more on the policy side,” says brand director Yasmin Gonzales Madraswala.

Partnerships With Policymakers

Theraflu’s choice of Reshma Saujani as a partner reflects that direction. The founder/CEO of nonprofit groups “Girls Who Code” and “Moms First” is a longtime activist and advocate for paid sick time and other legislature regarding workplace benefits. In the past few months she’s discussed sick-leave laws and the Right to Rest & Recover campaign with CNBC, Reader’s Digest and Meghan Markle on the latter’s “Confessions of a Female Founder” podcast, among other outlets. She also mentions the topics on her Instagram feed (more than 505,000 followers) and other social channels.

Hoping to raise awareness among policymakers, Theraflu is also advertising on another podcast, “IMO with Michelle Obama and Craig Robinson,” as its only paid placement. In addition, the brand is continuing its partnership with advocacy group “A Better Balance,” which promotes justice in the workplace for women and families. That includes adding website links to the group’s Workplace Rights Hub and a free legal hotline.

Aiming for ‘Surround Sound’

“We really wanted to have surround sound with this campaign,” Madraswala says. To achieve that expansive reach, Theraflu worked to raise awareness among Latino workers, who are disproportionately hurt by a lack of paid sick time. This year it teamed up with Venezuelan American journalist Mariana Atencio to promote its “Sick Talk” social media content series among Spanish-speaking audiences. Theraflu launched Sick Talk several years ago with comedian/influencer Harris Alterman, best known for his parody “man on the street” interview videos.

In choosing influencers and content creators, “we wanted to be sure we were partnering with people who were passionate about this cause,” Madraswala says. That’s especially important given that the campaign’s primary channels are social and digital—“everyone’s on there,” she notes. In addition, to reach consumers at the point of purchase, Theraflu partnered on a retail activation with Walmart earlier this year and will have displays at Dollar Store sites in the second half of the year.

Not Just for Flu Season

Beyond emphasizing advocacy and reaching out to Spanish speakers, Theraflu expanded Right to Rest & Recover to a year-round campaign as opposed to just autumn to early spring. “We do more during the cold and flu season,” Madraswala says, “but for the first time this year we’re making sure the micro grants are available throughout the year.”

To enable the additional grants, this year Theraflu doubled the money it provides the fund, from $300,000 to $600,000. To date, the Right to Rest & Recover fund has given out nearly $1 million since 2021, and the campaign overall has reached an estimated 7 million people.

While the company does take note of impressions and similar metrics, Madraswala says it gauges the campaign’s success primarily by the number of grant requests it receives. The increase in requests indicates an increase in awareness and reach, she says, and it also ties into parent company Haleon’s mission, “to bring people everyday health with humanity.”

Featured image credit: Theraflu