#NurofenExpress to challenge public perception of headaches

Passers-by populated a live digital wall stationed at London’s Victoria in a Nurofen campaign to find the source of people’s perceptions of headaches.

The one-day stunt, which took place on Thursday (19 February), encouraged passers-by to tweet using the hashtag #NurofenExpress paired with what their biggest headache in life was.

https://www.youtube.com/watch?v=cY7LnZquQcQ

The campaign aimed to rubbish common misconceptions such as screen-glare and too many coffees, and highlights that muscles were to blame (and that Nurofen was the solution).

Helene Dolberg, assistant brand manager for Nurofen Express, said: “The idea of the Nurofen Express digital Twitter wall was to educate and engage consumers with the strained muscle message, increasing awareness of Nurofen Express as an effective headache treatment. We feel this has been achieved and are delighted with the results.”

Virgo Consumer Health & Wellbeing worked alongside Undercurrent who installed the digital wall. The video content was created by TMW, the social media managed by Liveposter and the activity booked with JCDecaux by ZenithOptimedia and Meridian.