Halifax Health wanted to find a compelling way to encourage joint pain sufferers to seek treatment at Halifax Health – Center for Orthopedics. There is the tendency for those with joint pain to ignore the symptoms and suffer in silence. We needed to develop a compelling story for them to seek help.
Our television spot focuses on one simple truth. Joint pain is insufferably annoying. By personifying joint pain and giving him a truly abrasive personality, we reminded people that they can rid themselves of his presence by seeking help at Halifax Health's Center for Orthopedics.