While the eastern customs stressed respect for the elderly, the senior citizens often felt undermined because they were deemed incapable for certain things due to their old age.The creative solution tapped on the insight that senior citizens were always fond of their younger days' memories and wished they could relive them. The idea was to provide an opportunity for senior citizens to revive those happy moments, proving they still had the drive and that becoming old should not make them helpless.

With only a budget of USD 2,000, the originality of the movement attracted many media coverage resulting in over USD 120,000 media value. Out of the 100 direct mails sent to the communities, turned-up rate was 60% and the participants were very enthusiastic to spread the news to their fellow senior citizens. Bring Back the Joy was part of consumer engagement within the total marketing activities for VOLTAREN in 2010, and contributed to overall increased sales of 42% in 2010. There were even express of interest to create a similar movement amongst the senior citizens themselves.