Description
Research indicated that Gen X and Baby Boomers frequently turn to social media for laughter and connection, often using humor to cope with their health challenges.
By tapping into this behavior, the campaign sought to transform the narrative around joint replacement surgery, making it less daunting and more approachable. This insight allowed the campaign to resonate deeply with the target audience, encouraging open conversations about joint health.
The Problem:
Our audience, Gen X and Baby Boomers, have accepted joint pain as a part of aging, resulting in decreased mobility and quality of life.
On top of that, the healthcare landscape surrounding joint replacement surgery is fraught with fear and hesitation among potential patients.
Traditional messaging around joint health tends to be serious and clinical, failing to resonate with a population that increasingly seeks humor and connection online, causing them to remain stagnant and miss out on life. The "You'll Be Back" campaign was designed to disrupt this narrative by transforming the conversation around joint replacement through humor they can not only relate to, but feel inspired by.
The Solution:
The primary objective of the "You'll Be Back" campaign was to shift perceptions around joint replacement surgery and motivate individuals suffering from joint pain to seek help.
By leveraging humor and relatable narratives, the campaign aimed to drive awareness of joint health resources, specifically directing audiences to YoullBeBack.com for information and support. Ultimately, the goal was to increase engagement with the find-a-doctor tool and encourage more individuals to consider joint replacement as a viable solution to their mobility challenges.
The Results:
The "You'll Be Back" campaign achieved remarkable results, garnering over 330 million impressions and 9000 shares within the first week. Engagement metrics soared, with a 12x higher completion rate for the find-a-doctor tool.
Current estimates suggest that 30% of users who interacted with the tool are likely to pursue knee replacement surgery. Additionally, audience perception improved, with many reporting a greater sense of empowerment regarding joint health. The campaign successfully fostered open discussions around joint pain, con
This professional campaign titled 'Can, Not Cannot' was published in Canada in January, 2026. It was created for the brand: Zimmer Biomet, by ad agency: Klick Health. This Integrated medium campaign is related to the Health industry and contains 3 media assets. It was submitted 3 days ago.
Credits
Entrant: Klick Health, Toronto
Brand: Zimmer Biomet – You’ll Be Back
Title(s): “Can, Not Cannot”
Corporate Name of Client: Zimmer Biomet
PR Company: Real Chemistry
Agency: Klick Health, Toronto
Agency Chief Creative Officer: Rich Levy
Agency Executive Creative Directors: Bernardo Romero / Tim Kavander
Agency Creative Directors: Kasey McLaughlin / Vicky Klaynman
Agency Director, Broadcast Creative Producer: Andria Minott
Agency EVP, Executive Creative Producer & Head of Production: Laura Denham
Agency SVP, Executive Creative Producer: Jen Martin
Agency Director, Creative Producer: Bridget Narh
Agency Associate Director, Video Production: Spencer Brown
Agency Managing Medical Editor: Kadesha James
Agency Medical Editors: Avery Wong / Michael Liu
Agency Chief Strategy Officer: Carl Turner
Agency EVP, Head of Strategy: Jamie Lutzky
Agency Senior Vice President, Strategy: Tim Ryan
Agency Director, Strategy: Lisa Clark
Agency Group Account Director: Destry Sulkes
Agency Senior Account Director: Leigh Boege
Agency VP, Business Affairs: Tamika Knight
Agency Science and Regulator Director: Cassandra Carroll
Production Company: OPC
Post-Production Companies: The Den
Post-Production Companies: The Mill
Post-Production Companies: Arc
Post-Production Companies: Sky White Sound
