While previous campaigns targeted an audience largely focused on cosmetic procedures, the ‘09 campaign focused on the pain associated with varicose veins – not the aesthetics. The target audience was two-part: 1) Teachers and service industry workers – groups that spend a great deal of time on their feet, and 2) men – a group that has historically ignored vein and vascular issues, because they are less concerned with the aesthetics. The idea was to create an arresting, over-the-top image that potential patients could identify with immediately. We chose visuals that illustrate the very specific pains caused by varicose veins, which have been described as burning, stabbing, and heavy; thus, the “Visualize the Pain” campaign was born.