Tourette's Hurts

Tourette’s is a condition that everyone is aware of - but virtually no one properly understands. To mark Tourette’s Awareness Month AML has created an OOH campaign - #TourettesHurts - for the charity Tourettes Action, which vividly communicates both the physical and emotional pain that comes with living with Tourette’s.

The five executions, featuring members of the Tourette’s community, highlight the anguish and frustration associated with the condition and the reality of living with it. And for Hugo Bone, ECD at AML who created the campaign - it’s personal:

“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, that was shot by Philip Haynes through Peter Bailey, will run until 15th June featuring on posters across London’s rail network, selected key city outdoor sites and cinema foyer posters throughout the UK.

Commenting on the campaign Emma McNally, CEO of Tourettes Action says: “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”.