Ekstasy identified the strategic value in targeting the "worriers" and came up with the tagline "One Less Thing to Worry About". Worriers wish to lead a normal lifestyle and do not want to worry about repeat medication. The campaign intentionally uses humour and does not try to sell the product, instead revolves around storytelling and building a brand recall with endearing characters in an episodic series, in this case a couple - Barbara and Noah. Echo can at least help Barbara take care of her medication, if not her partner. The campaign was turned around in under 8 weeks from pitch to go live. Ekstasy worked as the Creative Agency for the campaign. Looking after all phases of the project ranging from Strategy, Creative, Production and Delivery.