Voltaren - Care Walks (2021)

“We don't want brands to come to us with hearts and flowers.”
— Lisa, nurse and at-home caregiver

One in five Americans is an unpaid caregiver. Among them, 94% report musculoskeletal pain, and 70% show signs of depression. For Voltaren, a brand built around Joy in Movement, the challenge was finding an authentic way to support caregivers living with arthritis pain without resorting to empty encouragement.

Our research gave us a simple insight: Caregivers don't want advice from people who haven't walked in their shoes. We also learned that even a 10-minute walk can support physical and emotional health.

So we created Care Walks, a platform built around walking, listening, and connecting caregivers with people who understood their experience.

I helped develop the concept, messaging, and creative platform, translating research and caregiver insights into a campaign that expanded across video, social, digital content, and an eight-episode podcast with iHeartRadio.

The results: Video content received more than 37 million views, the campaign generated 176 million+ impressions in its first month, and the Care Walks podcast earned 295,000 downloads.

Client: Voltaren / GSK
Role: Senior Copywriter / Associate Creative Director