Michael Clarke’s Pain Journey

We needed to encourage men with ongoing pain to seek treatment and describe the symptoms of their pain to their GP to enable a ‘nerve pain’ diagnosis.

We used a celebrity story that resonated with a male audience to motivate them to seek treatment from their GP. With this story, we developed a cross-channel media mix including the Nerve Pain in Australia survey, social media including Michael Clarke’s news feed, testimonial videos, and key search term optimisation.