Most people have heard of Tourette’s. Virtually no one understands it properly. To mark Tourette’s Awareness Month, AML has created an OOH campaign, #TourettesHurts, for the charity, Tourettes Action, that communicates both the physical and emotional struggle of living with Tourette’s.

The five executions, featuring members of the Tourette’s community, use personal comments to describe the frustration of the condition. For Hugo Bone, ECD at AML who created the campaign, those comments are especially personal.

He explained, “My son has Tourette’s, so I know first-hand the pain that comes with it. It’s often dismissed as the funny ‘sweary’ condition, but it’s so much more complex and nuanced than that. I’m hugely proud of this hard-hitting campaign that seeks to torpedo damaging misconceptions, and am forever thankful for Tourettes Action – a genuinely life-changing organisation.”

The campaign was shot by Philip Haynes through Peter Bailey and will run until June 15. The poste spread across London’s rail network, selected key city outdoor sites and cinema foyer posters throughout the UK.

Emma McNally, CEO of Tourettes Action, commented, “Our aim is to illuminate the genuine experiences of individuals living with Tourette’s. With over 300,000 people affected in the UK alone, we want to take this opportunity to promote understanding instead of judgement and contribute to alleviating the challenges faced by those living with Tourette’s.”

Credits:

Agency: AML Group
Senior Copywriter: Lizzie Hutchison
Senior Art Director:  Stephen O’Neill
Executive Creative Director Hugo Bone
Design Director: Duncan Naylor
Business Director: David Walton
Agency Producer: Sophie Hinds

Photographer: Philip Haynes @ Peter Bailey
Photographer’s Agent: Tom Wade
Producer: Luisa Vasques @ Peter Bailey

Client: Tourettes Action
CEO: Emma McNally