Based on data taken from Twitter and Google, Nurofen found that people tended to blame traffic delays, too much work and loud music often for giving them a headache. The excuses are highlighted on the online film produced for the campaign, created by TMW.
The film shows how these excuses map out along a typical day but goes on to say that the real source of headaches is not external stresses and annoyances, but headaches come on when the muscles in the head get strained.
The 35-second video will run on YouTube and an online campaign hub. A 20-second version will run across digital outdoor sites.