The campaign, being rolled out in 16 provinces and municipalities with three TVCs and outdoor billboards, does not address the effectiveness of the medicine directly. Themed at "it is just a cold and not a big deal," the campaign tells stories of ordinary people who recover from cold quickly with care and love from their beloved ones.
The campaign is also hosted on QQ.com, the leading internet portal in China. Users of the website are encouraged to post their stories about how they overcame small setbacks in their life – an analogy to cold - on the campaign's mini site.
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