Mind Your Back is a new multi-media campaign to help people take care of their backs.

The Mentholatum-backed campaign comes as a response to the increasing incidence of back pain, often caused by the greater amount of time people spend sitting, which weakens the back muscles.

“Our backs are designed to move, not to stay in one position for long periods” says Jillian Watt, director of marketing/NPD at Mentholatum and herself a qualified Pilates teacher. “So we have devised five simple S.T.E.P.S. to help people look after their backs so they can sit, stand, lie and move more comfortably.

“S.T.E.P.S. stands for Stretch, Therapy, Exercise, Posture and Strengthen, five elements which can help improve back mobility, strength and stability.”

The campaign, which launches officially on 9 October, includes a digital media campaign on Spotify, engagement videos on Facebook and Intagram,  heavyweight consumer PR and a two-month radio partnership with Global’s Smooth and Heart stations featuring Tina Hobley, the Smooth Radio presenter well-known from her role in BBC hospital drama Holby City.

Medical experts and social media influencers will be featured in the social media content and Facebook posts.

The Mentholatum products linked to the campaign are Deep Relief Pain Relief Gel, Deep Relief Joint Pain Gel, Deep Heat and Deep Freeze Pain Relief Patches, Deep Heat Muscle Massage Roll-on Lotion and the recently launched Deep Freeze Pain Relief Glide-on Gel.

 “We are very excited about Mind Your Back, which further underlines Mentholatum’s commitment to take care of the nation and we hope it will make a real difference as it shows people how to look after their backs,” added Watt.

Find out more here.