Tune Out Pain
Nurofen
Issue 61 | February 2022
Agency
McCann London
Creative Team
Chief Creative Officers: Laurence Thomson, Rob Doubal Executive Creative Directors: Sanjiv Mistry, Jamie Mietz Creative Directors: Rob Webster, Alexei Berwitz Lead Senior Creatives: Juan Peirano, Hetu Negri Creatives: Adam Taylor Smith, Stephen Yeates
Production Team
Chief Production Officer: Sergio Lopez Head of Integrated Production: Sophie Chapman-Andrews Executive Producer: Amos Usiskin Senior Producer: Rebecca Wilford Producer: Nathan Theys Researcher: Rebecca King Editor: Douglas Flockhart Production Director: Daniel Hegarty, Marmalade Films Producer: Daniel Dowling Grade: Juliette Wileman (Absolute Post) Sound Mix: Grand Central Recording Studios University College Dublin Dr. Claire Howlin Dr. Brendan Rooney Alison Stapleton Music “All Of Us” Written By Jonathan Baker Performed By Anatole Published by Decca Music Group Ltd, administered by Universal Music Publishing Ltd Courtesy of Mercury KX, Under licence from Universal Music Operations Ltd In partnership with Globe, Universal Music UK
Other Credits
Client: Nurofen Health Regional Director Strategy and Marketing: Charlotte Shloesing Category Manager: Sezi Unluturk Senior Brand Manager: Sandra Toivo Assistant Brand Manager: Natália Albertini Chief Strategy Officer: Theo Izzard-Brown Business Director: Georgie Rechner Account Director: Rita Diria Account Manager: Anne Devillers Senior Planner: Rebecca Priest Planner: Tara Henderson Senior Project Manager: Suzanne Schurgers Media: Zenith Digital: RB Studios PR: Havas SO
Date
September 2021
Background
Music can help people better tolerate acute pain, according to a new experiment supported by pain experts Nurofen. The Tune Out Pain project, devised and developed in collaboration with McCann London, brought together the worlds of science and music to create a unique track which could be listened to when people are experiencing pain and will be launched during the current Pain Awareness Month.
Idea
Nurofen’s first-of-its-kind study partnered Dr Claire Howlin, Psychology Researcher, University College Dublin with music producer, Anatole, (aka Jonathan Baker) a conservatory-trained trumpeter and multi-instrumentalist to compose the track, All of Us.
Released today on Spotify, All of Us, was shown to reduce levels of pain intensity and unpleasantness in a way that was clinically and statistically significant. By applying instrumental and orchestral sounds, such as strings, pianos, bells, and minor vocal samples, the track elicits a sense of wonder and empowerment to inspire mental strength to help dissociate from pain.
To create the track’s art cover, McCann London collaborated with artist Nicholas Rougeux, who has translated sound into a visual language, using data visualization. To create his visualizations, Rougeux alters the traditional representation of scale, typically noted by the different clefs on sheet music. Each individual instrument is represented by a different colour.
To support the track launch, the campaign will launch across Spotify, Facebook & YouTube. The aim of this initiative is to bring this specialist science into the mainstream, and start a conversation around alternative and holistic ways to help manage pain, during this September Pain Awareness Month.
Media was handled through Zenith, Digital is led through RB Studios, with PR delivered through Havas SO.
Sezi Unluturk, Category Manager at Nurofen said: “At Nurofen, we believe that pain should not hold people back from living their lives to the full. Nurofen are pioneers in pain management and committed to finding new solutions that go ‘beyond the pill’. Tune Out Pain was developed to help further scientific knowledge of new holistic pain management techniques that can complement existing pain-relieving medications. We encourage people to speak with their pharmacist or GP if they have concerns managing their acute pain.” Sanjiv Mistry & Jamie Mietz, Executive Creative Directors at McCann said: “Nurofen has always been relentlessly innovative in its product development. We’re really proud to be collaborating with them on creating unconventional services like this – a music track scientifically engineered to help with acute pain – all in a quest to help them find interesting and effective new ways to put people in charge of their pain management.” Tune Out Pain campaign assets: • The All of Us track has been released on the Tune Out Pain Spotify playlist, listen here • For more information about the Tune Out Pain project, please visit www.nurofentuneoutpain.co.uk • The campaign hero film is available here
Results
• Online news o 91 total pieces of coverage o 54 online articles o 37 press release shares o Total reach 85M • Broadcast o 12 live radio interviews o 1 local TV o 145 pre-recorded interview plays across 185 stations o 5.5M reach Latest results (18th November) 30m adults reached.
95m impressions.
Consideration up 7.5% And above benchmark engagement rates (33% NF vs 20% benchmark).