Agency: Global, Spark Foundry and SPP Media
"Arthritis affects 10m people in the UK. To jolt audiences into taking notice, an approach was developed to disrupt what people expect from a medium that is all around them; radio.
We took stories from people with arthritis, and then took parts of their story away, leaving just silence; demonstrating the way in which arthritis can rob you of the life story you are writing.
Listeners heard stories played in commercial airtime with sections replaced with silence. Only after the ad break had played out, would listeners hear the story in full, and comprehend the message to take arthritis seriously."