Aleve Direct Therapy:  Lower back pain sufferers are always looking for new ways to manage their pain.  We knew that pain was an intensely personal problem with entirely impersonal solutions. We not only introduced pain sufferers to the underdeveloped TENS market, but we developed a voice that turned Aleve Direct Therapy into a solution that championed consumer empowerment. The power to manage pain was now in their hands. In 15 seconds we showed consumers their old routine, as well as a glimpse of a pain free life.