Everything They Don't Tell You

Ideation for an unbranded TV or digital spot about the unspoken burden of rheumatological disease. A key insight of the patient population was an expectation of pain--persistent, non-acute pain that becomes expected, accepted, and un-remarked upon. Because of this. acute symptoms the patients may be experiencing are diminished and unmentioned in the physicians office, because of a false expectation of the disease state.

The idea behind this spot was to use emotive text to describe what the patient was really feeling, while a voice over captures a brief, casual visit to the doctor's office. The intention was to empower patients to speak to their doctors of both the physical and emotional burdens of their disease, and to see what treatment options may be available for advancing cases of the disease state.