Where sore throats come from-
The pattern
This still is filed under Question headline.
Define
The first line is a question the reader was already asking, or one they cannot leave unanswered.
Mechanism
Open loop plus recognition. A good question is the reader's objection, spoken first by us.
Verdict
We know the real objection and can answer it in the next breath.
Why it works
Photographs rather than drawings are the whole argument here. The headline poses a where question and the four documentary crowd shots answer it before a word of body copy is read, which makes the claim feel reported rather than asserted. Naming the places, stuffy cars, stores, theatres, converts an invisible risk into a list the reader can check against their own week. The copy then concedes that nature usually wins, and only introduces risk at the moment one's health is even a trifle below par, which gives the reader an honest-sounding reason to buy that is not pure alarm. The layout uses the brand's own logotype as the page frame, so the name is read as architecture rather than as a signature, and it is unmissable at any distance.
Steal this when
Reach for this when your prospect knows the problem but not its source, and you can photograph the source. Ask where in the headline, answer it in documentary images, then name the specific everyday locations so the reader self-diagnoses.