Tune Out Pain
Nurofen
Issue 62 | March 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
Production Company Craft Chief Production Officer Sergio Lopez Head of Integrated Production Sophie Chapman-Andrews Director Daniel Hegarty, Marmalade Films Music written by Jonathan Baker Music performed by Anatole
Other Credits
Business Director Georgie Rechner Account Director Rita Diria Account Manager Anne Devillers Chief Strategy Officer Theo Izzard-Brown Senior Planner Rebecca Priest Planner Tara Henderson Senior Project Manager Suzanne Schurgers University College Dublin Dr. Claire Howlin, Dr. Brendan Rooney, Alison Stapleton Client Health Regional Director Strategy and Marketing Charlotte Shloesing Category Manager Sezi Unluturk Senior Brand Manager Sandra Toivo Assistant Brand Manager Nat lia Albertini
Date
September 2021
Background
Nurofen wanted to position the brand as committed to better pain management through holistic approaches. In Pain Awareness Month they set out to raise the brand’s profile and credibility by bringing the science behind the analgesic power of music science into the mainstream.
Idea
The Tune Out Pain project brought together science and music to create a unique track which could be listened to when people were experiencing pain.
In collaboration with psychologist Dr.
Claire Howlin, a unique piece of music was composed by musician Anatole (aka Jonathan Baker). Strings, bells and minor vocal samples were combined to elicit a sense of wonder and to inspire mental strength.
In tests, the track was found to reduce sensations of pain intensity and unpleasantness. It was launched across Facebook and YouTube and launched on the Tune Out Pain playlist on Spotify.
Results
Online news amounted to 91 pieces of coverage in total, with 54 online articles and 37 press release shares.
Broadcasters provided 12 live radio interviews, 1 local TV interview and 145 pre-recorded interview plays across 185 stations.
In total, the campaign amassed 95 million impressions, reached 30 milion adults and saw consideration scores rise 7.5%.
Our Thoughts
The power of music to raise spirits and dissipate depression is pretty commonly understood. But less well-known is that it improves blood flow in a similar way to statins and can lower levels of cortisol, thus alleviating pain. There have been various studies into the phenomenon around the world. In Denmark, music was found to help patients with fibromyalgia, which brings with it muscle pain and fatigue.
The project makes Nurofen look as if they are leaving no scientific stones unturned in their search for swifter pain relief yet at the same time it associates the brand with natural solutions.