# Shared Affliction Ads The Pharex Naproxen Sodium Campaign Focuses on Joint Pain By Meghan Young | Published 2013-05-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pharex-naproxen-sodium-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/05/pharex-naproxen-sodium-joint-pain/) & [dm9jaymesyfu](http://dm9jaymesyfu.com/) The Pharex Naproxen Sodium campaign cleverly and sadly reads, "Joint pain is a joint pain." It shows that such an affliction isn't felt just by the sufferer, but also by his or her loved ones. Illustrating this truth is a couple of serious images in which the sufferer's joints are fused with the person they care about most, be it their daughter or wife. Conceived and executed by DDB DM9JaymeSyfu, an ad agency based in Makati, The Philippines, the Pharex Naproxen Sodium campaign was art directed by Biboy Royong with creative direction by Aste Gutierrez and Eugene Demata. It was shot completely in black and white by photographer Ruel Arnedo and illustrated by artist Allan Montayre. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 30% | Activity: 18% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Shared Affliction Advertising:** Exploring the emotional impact of health conditions on both the sufferer and their loved ones, creating opportunities for empathy-driven campaigns. - **Visual Storytelling:** Utilizing powerful imagery and creative illustrations to convey complex emotions and messages in advertising campaigns. - **Family-centered Marketing:** Highlighting the impact of health conditions on familial relationships to connect with consumers on a deeper, relatable level. ### Sectors Adopting This - **Pharmaceutical:** Innovative pharmaceutical companies can explore new ways of humanizing health conditions to increase awareness and empathy among consumers. - **Advertising:** Ad agencies and marketers can leverage the power of visual storytelling to create impactful campaigns that resonate with audiences on an emotional level. - **Healthcare:** Healthcare providers can incorporate family-centered marketing strategies to encourage patient engagement and promote a holistic approach to well-being. ## Related on Trend Hunter - [AI-Powered Pain Visualization Experiences](https://www.trendhunter.com/trends/art-of-release.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Emotional Short Films](https://www.trendhunter.com/trends/johnson-johnson.md) - [Charitable Arthritis Relief Campaigns](https://www.trendhunter.com/trends/arthritis-awareness-month.md) - [Pain Advocacy Passes](https://www.trendhunter.com/trends/pain-pass.md) - [Drug-Free Pain Solutions](https://www.trendhunter.com/trends/proactive-support.md) - [AI-Based Experiential Campaigns](https://www.trendhunter.com/trends/knowthesigns.md) - [Arthritis-Friendly Pain Relief Caps](https://www.trendhunter.com/trends/advil-easy-open-arthritis-cap.md) - [Defiance-Inspired Disease Awareness Campaigns](https://www.trendhunter.com/trends/a-finger-for-hope.md)