Voltaren “Acts of Care”: Measuring Caregiver Gratitude with EEG

Caregiving is one of the most emotionally demanding roles—and one of the least acknowledged.

More than 53 million Americans provide unpaid care for loved ones, often at the expense of their own physical and emotional wellbeing. Yet despite the scale of this population, caregivers frequently report feeling overlooked, undervalued, and physically strained.

Voltaren, a leader in arthritis pain relief, saw an opportunity not just to support caregivers physically—but to understand something deeper:

What happens in the brain when caregivers feel truly appreciated?

The Challenge

Voltaren needed to address a nuanced emotional gap:

• Caregivers prioritize others, often neglecting their own well-being

• Traditional research captures stated feelings, not real-time emotional shifts

• The brand wanted to move beyond messaging into measurable emotional impact

To do that, Voltaren partnered with Emotiv to capture what surveys can’t: the neurological response to gratitude itself.

The Approach: Capturing Emotion in Real Time with EEG

As part of the “Acts of Care” campaign, Voltaren conducted a series of filmed interviews with caregivers.

Participants wore the Emotiv EPOC X EEG headset while:

1. Reflecting on their caregiving responsibilities

2. Discussing how they perceive their own value

3. Receiving unexpected messages of gratitude from loved ones

Using EEG, the research tracked changes in brain activity associated with:

• Emotional valence (positive vs. negative affect)

• Stress and relaxation

• Engagement and attention

• Overall wellbeing

This allowed Voltaren to observe emotional transformation as it happened—not after the fact [1], [3].

The Insight: Gratitude Rewires the Caregiver Experience

The results revealed a powerful and immediate shift:

• Caregivers experienced a 36% increase in overall well-being after hearing expressions of gratitude from loved ones [1]

• EEG data showed measurable changes in brainwave patterns tied to positive emotion and reduced stress [1], [3]

• Emotiv researchers observed shifts consistent with increased positive affect and self-efficacy

In simple terms: Being seen and appreciated didn’t just feel good—it produced measurable neurological change.

From Insight to Campaign

Voltaren transformed these findings into a deeply human storytelling platform.

Key Activations

• “Acts of Care” video series
  Real caregivers received heartfelt messages from loved ones, with their emotional responses captured both on camera and in their brain data.

• Neuroscience-backed storytelling
  EEG data provided a scientific layer to what would otherwise be purely emotional content—bridging heart and proof.

• Integrated caregiver support initiative
  The campaign extended into educational content, resources, and movement programs designed to help caregivers prioritize their own health. [2]

Why It Worked

This campaign resonated because it tapped into a truth hiding in plain sight:

1. Emotion That Caregivers Don’t Voice

Caregivers often don’t articulate their need for recognition—but their brains reveal its impact instantly.

2. Science That Validates Humanity

EEG transformed gratitude from a “nice idea” into a quantifiable emotional benefit.

3. A Brand Role Beyond Product

Voltaren positioned itself not just as pain relief—but as an advocate for caregiver wellbeing, both physical and emotional.

The Bigger Picture: Measuring Meaning, Not Just Messaging

The Voltaren campaign highlights a powerful shift in how brands can connect with audiences: The most meaningful moments aren’t just seen or heard—they’re measurable.

By using Emotiv’s EEG technology, Voltaren captured something fleeting and deeply human: the moment a caregiver realizes their effort matters.

And in doing so, they turned appreciation into evidence—and emotion into impact.

See what your audience feels—when it matters most.

With Emotiv Studio, you can measure emotional responses as they unfold—capturing shifts in stress, engagement, and wellbeing in real time.

[1] Haleon, “Voltaren Partners with Fitness Instructor and TV Personality Amanda Kloots to Help Caregivers Discover the Joy of Movement,” PR Newswire, May 16, 2023.

[2] L. Luchter, “Arthritis Gel Targets Caregivers With Pain-Easing Exercises, Testimonials,” MediaPost, May 17, 2023.

[3] T. Le, “Voltaren Presents: Acts of Care,” LinkedIn, 2023.

[4] Baylor University, “Study Finds Gratitude Matters for Caregivers of People with Alzheimer’s,” Sep. 17, 2024.