ANKYLOSING SPONDYLITIS

This autoimmune disease 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 get people 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.