Healthcare professionals – primary care physicians and rheumatologists. The campaign provided an impactful hook into a deeper medical story that was appropriately pitched for this audience’s level of education and understanding.

Graham, a patient in the middle of a severe gout attack, is taken on a journey of self-discovery, coming face to face with a side of his condition he hadn’t known about in an effort to educate the world about what he has to go through. Starting in his hometown of Datchet, UK, he explains the agonising pain of gout. He then undergoes 3D scans to create a mesh model of himself before flying to Pittsburgh in the US. There he sees the process of crystallisation that causes his gout, touching the models and discovering how sharp and painful the crystals are. The film finishes in London, UK, where he meets the life size model of himself covered in crystals, and hears a medical professional explain the significance of what he is looking at. Finally, he uses this model to explain to others the effect gout has on his life.

None.

Please explain any cultural terms, references or viewing context which would be known by the local audience, but may not be known by our international jury.