To achieve this, Ouch was launched - a microsite that allowed the public to share their pain, and get some relief at the same time. Panadol banners with tips on alleviating pains also were placed within the microsite.

The simple act of sharing these Ouch posts on Facebook gave users a button alternative to ‘Like’ with each post. The microsite was introduced with strategic messaging placed at places where people couldn't help but agonise over.

During the campaign, a digital billboard displayed the top pains of the day to add emphasis to the issues.

The microsite saw about 80% new visits every week and the ouch button was shared across numerous Facebook walls. 67% click through rate from Facebook.

As the campaign continued, two of the pains got real relief from the authorities.