Chronic pain sufferers are often defined by what they can’t do. The “I Am Stronger” campaign highlighted real people taking Aleve to live fuller lives, using authentic social-first films that let participants tell their own stories. The work resonated deeply, with many viewers saying they felt seen and heard, and some moved to tears.

We amplified the message with OOH and print portraits depicting pain sufferers as heroic and triumphant. By centering real people and creating shareable, emotionally resonant social content, Aleve strengthened its relevance in a category often defined by clinical claims.