Hundreds of people walked through the streets and transport terminals of London with bespoke-made, burnt clothes on their backs. We even customized objects that people’s backs touch, such as benches.

Nearby posters and information stations then supplied explanation to the shocked and intrigued passers by who found that they simply couldn't walk away from these eye-catching and thought provoking images.

This simple but impactful stunt generated widespread PR coverage and engaged thousands of people with both the issue of burning back pain, and the cure.

On a budget of only 10,000 and over the course of one day, our brand ambassadors were seen by over 50,000 target consumers. Interaction with the brand and recollection of the activity meant we far exceeded our KPIs.

The medical press also picked up on the campaign and our story became a key feature across dozens of magazines and websites, earning us tens of thousands of pounds worth of free media, and extending our message to an even greater audience.