Abstract: The invention provides a method of inducing a protective response in cells by activating a heat shock response, via heat shock transcription factor (HSF), without stressing the cells. The invention is based on the surprising discovery that HSF can be activated in non-stressed cells by disrupting interaction with the repressive cognate protein, Hsc70. As described herein, non-steroidal anti-inflammatory drugs (NSAID), including salicylic acid and ibuprofen, can stimulate HSF DNA binding, Hsp70 transcription and Hsp70 protein synthesis in non-stressed cells. By activating HSF, the degenerative effects of certain neurodegenerative proteins such as polyglutamine repeat proteins (Huntington's disease) and the ?-synuclein protein (Parkinson's disease) can be offset. The invention thus provides a method of ameliorating symptoms of neurodegenerative disease.