on a mission to alleviate pain
27 million Americans suffer from osteoarthritis, making every day activities – even walking – a struggle. Bayer’s Aleve, an over-the-counter pain reliever, is on a mission to help consumers alleviate pain from arthritis. Aleve asked us to activate its sponsorship of The Arthritis Foundations’ Walk to Cure Arthritis beyond the 50 walk events nationwide, to strengthen consumers’ emotional connection to the brand and drive advocacy of the cause.
walk strong all day
Our solution was to create an integrated program with a concentrated effort around Arthritis month in May that inspired consumers to join Aleve and “Walk Strong All Day Long” at the Walk to Cure Arthritis Events. We created inspiring branding for Aleve at the Walk Strong events nationwide, distributed motivational merchandise with literature and coupons, set up interactive booths at the events, and created a celebration at the finish line.
Our Step-and-Repeat screen gave consumers the chance to commemorate the moment of crossing the finish line and dedicate the walk to a loved one with a personalized image and message to share on social media.
A sweepstakes element amplified the campaign giving consumers the chance to win prizes including a Fitbit and a grand prize walking tour in one of five U.S. cities.