Following the NHS initiatives on self-care for minor ailments and the NICE draft guidelines recommending that painkillers are not prescribed for chronic pain relief, Mentholatum feels now is the time to remind pharmacy teams and their customers about the Mind Your Back campaign – the selfcare programme to help people manage their back pain.

The campaign will run during October and November, taking in Back Care Week and Selfcare Awareness Week, with the aim of raising awareness of Mind Your Back and its five S.T.E.P.S. – Stretch, Therapy, Exercise, Posture and Strengthen.

Relevant influencers will demonstrate the Stretch and Strengthen exercises live to encourage the target audience of workers over 45 and pregnant women still at work to adopt the simple S.T.E.P.S. at home.

Live sessions, which were recorded at the end of September, will be played back via social media targeting throughout the campaign.

The target audience will also be reminded that Therapy, in the form of Mentholatum’s Deep Heat, Deep Freeze and Deep Relief topical analgesics, can be used to give targeted relief at the point of pain.

Advertising will be placed in key trade titles such as Pharmacy Business and consumers will see the digital campaign promoting the live exercise sessions and reminding them about the products in order to drive sales.

Radio interviews with media medic Dr Hilary Jones will explain the five S.T.E.P.S.

Anyone experiencing new symptoms in pregnancy should consult their midwife.

Trade contact – Laser Healthcare: 01202 780558.

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