Smile

1 in 3 people cover pain with a smile to avoid ruining the moment for friends and family. So we created a campaign that inspires occasional pain sufferers to actually do something about their discomfort.

Whether it’s a sore neck or the ‘ol knee playing up again, it can sometimes seem easier to smile through the pain than accept it’s a problem worth fixing. With so many people missing important everyday moments due to this ‘it’s fine’ attitude, we launched a global campaign that encourages pain sufferers to use Voltarol gel when their pain flares up – so they can swap their pained grimaces for genuine smiles.

The campaign spanned across TV, OOH, social and radio, and ran in 10+ markets globally.