Mission Hall Creative

Case Study

The Client

A national voluntary organisation providing quality of life services to all New Zealanders affected by arthritis. Arthritis NZ provides individual consultations at health centres, pharmacies, maraes and community centres. Community-based seminars and talks are offered free, or at a low cost, with guest speakers such as rheumatologists, psychologists, physiotherapists, pharmacists and occupational therapists. Arthritis New Zealand depends on donations. Abbott Laboratories supported the campaign with an education grant.
The Challenge

To create an awareness campaign which highlights a form of arthritis Ankylosing Spondylitis (AS) that affects mainly young men. Make it response driven and measurable. Target guys who have ongoing back pain (and the women in their lives) to encourage them to get diagnosed and treated.
The Solution

Back pain doesn’t need to hold you back. To convey this idea we created two awareness TVCs utilising talented V8 champion who lives with AS, Matt Lockwood. The 30 second advertisement uses the metaphor of a spine fusing through an animation of a rusting shock absorber. The 15 second TVC conveys the message that even the young and fit can get arthritis. Both ads drive viewers to the comprehensive and informative website which has video interviews with Matt Lockwood and a top rheumatologist. The campaign also uses internet banner ads for easy to measure click through responses.

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