Did you know headaches come with a financial cost, not just a personal one? It’s estimated that work-days lost though headaches cost Irish employers almost €1m each year.
Headache Awareness Week was launched in association with Nurofen to help educate people on the types and causes of headaches as well as providing advice on how to minimise or relieve them.
As a pharmacy only brand, a core objective of the campaign was to encourage consumers into pharmacies to seek advice. Reckitt Benckiser asked us to develop a compelling brand identity and campaign platform for the initiative that would be executed across both ATL and in store environments. This required integrated brand communications with focus on a singular campaign message.
Developing a key visual for integrated brand communications is paramount.
We asked a question in order to get the right answer. We developed a Key Visual based on a big dominant question. Headache? Dehydrated?
We reinforced the link between the initiative and the solution, creating impact and cut-through in outdoor and indoor environments. We encouraged people to speak to their pharmacists. Above all, we made sure the Nurofen brand had strong standout, reinforcing its image as the number one analgesic headache brand in Ireland.
Through our integrated brand communications, the campaign worked above, below and through the line. It got into people’s heads.