Healthcare > Health & Wellness: Awareness & Advocacy
&Co. / NoA, Copenhagen / DANISH RHEUMATISM ASSOCIATION / 2023
Awards:
Overview
Credits
Write a short summary of what happens in the film
In this humorous and surprising film, a choir of ordinary people is gathered in the historic royal Danish Academy of Music to perform a... lamentation.
Each member of the “pain choir” plays on an instrument – everyday objects, that causes pain for arthritis patients, like jam jars, knives, and stairs – and their wailing is orchestrated into a symphony of pain.
All to illustrate that groans and sighs are in fact signs – our bodies are screaming for help. And if you recognize the song, it’s high time you started listening to your body so that you can get proper treatment.
Background:
In Denmark, Arthritis affects more people than any other disease – by far. But even so, it’s rarely addressed by national media, in politics or culture. It’s also rarely treated.
Most people “suck it up,” or is told to “suck it up” by their doctors, as there’s no cure. This has led to the belief that there’s no treatment.
More so, most tend to think that arthritis is something only old people get – when they’ve lived a long and arduous lives.
None of this is true. And the brief was to get people to acknowledge that their aches and pains might be caused by arthritis.
We needed to make The Danish Rheumatism Association appear approachable – and attract members – so that patients can get the treatment they need to live a healthy, active life.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
In Denmark, Arthritis is perceived as “an old persons’” disease, untreatable, and something slightly embarrassing to be struggling with.
By utilizing a humorous approach and showing the many facets of life it affects, we broke with conventions and made it easier to accept that the “everyday pain” might be your body’s way of screaming for help.
Describe the Impact:
As of writing, the campaign has hit all major KPIs – with reach going 217% beyond target and clickthrough’s 120% beyond target.
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