Voltaren - Care Walks (2021)

“We don’t want brands to come to us with hearts and flowers” - Lisa, Nurse and At-Home Caregiver

Voltaren Arthritis Gel charged the Weber Shandwick creative team with developing a platform and messaging that was empathetic, engaging, and exciting to our nation's thousands and thousands of unpaid caregivers. It also needed to meet them authentically, exactly where they are. 1 in 5 Americans are unpaid caregivers, and 53MM Americans provide unpaid family care.

Voltaren's brand evangelizes JOY IN MOVEMENT. But the reality is, for our nation's caregivers, there's not always joy to be found -- especially for those who suffer from arthritis pain. Of these caregivers, 94% report exoskeletal pain, and 70% show signs of depression.

We had some important insights to work with:

We learned that caregivers won’t listen to anyone who hasn’t walked a mile in their shoes, BUT...

...we also learned actually walking can work wonders for them. In fact, we learned Just a 10-minute walk a day has the potential to help significantly with both bone health and emotional health.

So, we started there, and developed CARE WALKS.

I invite you to peruse the recap deck below, to see the thought, insights, strategy, creativity, and content that this campaign ultimately produced for our client.

PUBLIC FACING RESULTS: