PHILADELPHIA – The Health In Hand Foundation announced the winners of the 2026 U.S. Self-Care Marketing Awards at its 11th annual gala on Wednesday, November 11, at The Bellevue Hotel in Philadelphia.
The event brought together 330 attendees from 97 companies to recognize innovation and marketing excellence across the over-the-counter (OTC) medicine, dietary supplement, and OTC medical device categories. The annual awards honor the marketing achievements of Consumer Healthcare Products Association (CHPA) member companies.
“What makes this evening so special is the chance to bring our industry together for a truly memorable celebration of the people, teams, and creativity behind this year’s outstanding campaigns,” said Mary Leonard, executive director of the Health In Hand Foundation. “We’re thrilled to celebrate all of our finalists and winners, but we’re equally grateful to everyone who joined us and continues to support Health In Hand’s critical mission to help consumers make safe, informed self-care decisions.”
The 2026 U.S. Self-Care Marketing Award winners were:
Best Digital Campaign with a Brand Budget of Less than $5 Million
- Gold: Kobayashi Consumer Products, “Beyond Breath Line World”
- Silver: Boiron, “Oscillococcinum Pronunciation Challenge”
- Bronze: Karo Healthcare, “Lamisil Spray HCP Testimonials”
Best Digital Campaign with a Brand Budget of More than $5 Million
- Gold: Opella, “Aspercreme: The 58-Year-Old Rookie”
- Silver: Cheers Health, “Textbook-Stylized Science Explainers for Social Media at Scale”
- Bronze: Haleon, “Pass the TUMS”
Best Omni-Channel Shopper Solution
- Gold: Kimberly-Clark (formerly Kenvue), “Tylenol x Amazon x Manning Brothers”
- Silver: LifeStyles Healthcare, “Dump Lame Valentines”
- Bronze: Haleon, “CVS Media Exchange + Reddit”
Best Product Launch Campaign with a Brand Budget of Less than $5 Million
- Gold: Cadence OTC, UTI Emergency Relief Kit
- Silver: Blistex, Ivarest Poison Ivy Oil Removal & Itch Relief Pad
Best Product Launch Campaign with a Brand Budget of More than $5 Million
- Gold: Bayer Consumer Health, MiraFAST Soft Chews
- Silver: Reckitt, Mucinex Kickstart Severe Congestion & Cough
- Bronze: Haleon, Sensodyne Clinical Repair
Best Public Health Campaign
- Gold: Haleon, “Haleon x Walmart x Remote Area Medical”
- Silver: Bayer Consumer Health, “Bayer Aspirin: See Your Risk”
- Bronze: Kimberly-Clark (formerly Kenvue), “Listerine Wash Your Mouth”
People’s Choice Award
- Winner: Boiron, “Oscillococcinum Pronunciation Challenge”
The gala also highlighted the Health In Hand Foundation’s 2026 consumer education and public health initiatives. As CHPA’s educational foundation, Health In Hand provides evidence-based information to help consumers make informed self-care decisions.
Separately, CHPA held its November Board of Directors meeting in Philadelphia that week, welcoming Lilia Fusa, senior vice president and general manager of North America Oral Care at Colgate-Palmolive, as its newest board member.
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