Ankylosing Spondylitis or AS is an autoimmune disease that is not only difficult to say (ank-kih-low-sing spon-dill-eye-tiss) but extremely hard to diagnose. People experience chronic back pain and usually attribute it to a physical cause like lifting something heavy. They seek solutions to relieve the physical pain when the truth is they need to visit a rheumatologist because the inflammation is caused by an over-active immune system. So how to get them to realize their back pain is not physical?

The unbranded Face Your Back Pain campaign used search and social media to deliver humorous and serious content that would get them to question if their back pain was physical or if they were painfully wrong and had AS. It all drove to a simple quiz that then sent them to see a rheumatologist. Once there, they would likely be prescribed the most well-known immunosuppressive drug in the world that starts with an H and shall not be mentioned here. I supervised the teams on all social media content and site updates. This work that was some of the first pharma advertising in social media. Big success.