2024

NYX Awards - 2024 Gold Winner Winner: AML Communications Ltd

Tourette's Hurts

Entrant Company

AML Communications Ltd

Category

Advertising & Design / Ad Design (Series)

Client's Name

Tourette's Action

Country / Region

United Kingdom

Experience Level

Agency

A lot of people think Tourette’s is ‘just’ about swearing. It’s not. A lot of people think Tourette’s is funny. It’s not. In reality, it hurts, both physically and emotionally. The hundreds of involuntary tics it causes every day can cause bloody knuckles, broken bones, whiplash. The verbal tics it causes can lead to alienation and ridicule. No wonder people with the condition are four times more likely to die by suicide than the general population. To help people understand the truth of the condition – and just how damaging it is – we created the campaign #TourettesHurts.

Our powerful OOH poster campaign captured the imagination of the UK public. It was built from compelling headlines and visuals, whilst heroing real members of the Tourette’s community. The campaign also promoted Tourette’s Awareness Month, which ran from 15th May - 15th June, with the official awareness day on 7th June. As well as changing public perception, we bolstered the reputation of Tourettes Action as the UK’s only national TS charity, and drove website visitors, helpdesk contacts, and social media followers.

How? Our idea was to dramatise the pain of daily tics by quantifying it with bold language that everyone could understand. We landed on headlines such as ‘My skin catches fire every day’, ‘I’m in a car crash every day’ and ‘I get beaten to a pulp every day.’ We photographed members of the Tourette's community and put the headlines at an angle, as if colliding with the person, amplifying the sense of discomfort.

The work is unignorable. The dark backgrounds and angled lighting add drama that throws the real expressions of pain very much in the spotlight. It challenges misconceptions and has led to greater funding for a condition that’s much mocked and misunderstood. It’s been picked up on LinkedIn, on X, in digital magazines, on podcasts and featured on TFL’s ‘Thought of the Day’, BBC Breakfast and BBC News at One. It’s given a voice to people whose research is underfunded, who are ignored, mocked and isolated. It’s changing preconceptions, and in doing so, it’s changing lives.

Credits

ECD, AML Group
Hugo Bone
2024
Marketing Campaign
NYX Awards 2024 Winner - Tourette's Hurts, AML Communications Ltd
gold
winner
Tourettes Action

Entrant Company

AML Communications Ltd

Category

Marketing Campaign / Outdoor Advertising Campaign (New)

Country / Region

United Kingdom

2024
Video
NYX Awards 2024 Winner - SCAD Savannah, Savannah College of Art & Design
gold
winner

Entrant Company

Savannah College of Art & Design

Category

Video / Educational

Country / Region

United States

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Advertising & Design
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gold
winner
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Entrant Company

Michele Mardorf

Category

Advertising & Design / Ad, Design & Print / Other__

Country / Region

United States

2024
Content Marketing
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gold
winner
Tom Thumb supermarket

Entrant Company

Brand Ave. Studios

Category

Content Marketing / Video or Video Series

Country / Region

United States