THE PAID RELIEF, NA CONTA DA DOR

45.7™m 212mm VIEWS IN TOTAL PEOPLE REACHED THROUGH THE CAMPAIGN AN ONGOING PLATAFORM TOBENEFIT MORE WORKERS TURNING INFORMAL WORKERS IN PAIN INTO BRAND AMBASSADORS, SO THEY CAN TAKE A PAID DAY OF REST. Painkiller communication has always Painkillers alone are not enough to ‘As the #1 pain brand in Brazil, Dorflex Brg people to push bie el "al the waa x ey recover, our ie is offering those workers something empl + ion: stronger thar Relief (or for razilian self-« By promoting rest, we changed the category logic: from a IMPACT po a ee eee Si Se ores o aa Sige a t Na Conta di platform: experi eee mbassadors. They use painkillers not to recover, @ the least likely to take that invites workers in pain to take a paid are by Seared ae influencer bu ely the but to keep going, even when the day of rest, in exchange for becoming initiative, the brand transformed a paign Nn ongoing body signals the need to stop. brand ambassadors for that day. Efe, moving from talking at bei ets eracll ing it. STRATEGY sree ‘worl _ S MECHANICS = ed ATION. relearn search 1: TARGETING