With Panadol and Nurofen dominating the market, the Herron brand had fallen into obscurity. The brand wanted to create a point of different targeting men as a way of getting back in to the market.
Research showed that most men didn't know the difference between Ibuprofen and Paracetamol. In fact, men found the whole category confusing. To create a change of behaviour we need to make the message as simple as possible.
"What hurts, my head or my body?". This simple striking campaign stripped back all the unnecessary information to get to the basics of the problem. Not only does it simplify their decision making process, it's also empowers and educates an audience too embarrassed to ask for help.