Demand is on the rise for preventive and therapeutic measures for alleviating joint and back pain. With its “Air Activated Heat Patch”, Hansaplast® med is launching a new kind of heat patch for medication-free treatment. A KeyVisual was developed based on the package design. The products are to be positioned under the umbrella concept of “Additive Pain Management”, and the mode of action of heat patches communicated in a way that is plausible and easy to understand.