Do not go quietly into that sweet goodnight! There’s a vibrant tribe of people with chronic pain that are fighters. When the team at Swissmedica O24 engaged us, they asked for something quiet that matched their humanistic homoeopathic point of view. We followed the audience instead – specifically the most vocal ones! We opened with 20 doors at Shoppers Drugmart but grew to 100 once our campaign brought consumers to their aisles!