Ontario Physiotherapy Association - Pain Face

The Ontario Physiotherapy Association represents the majority of physiotherapists in Ontario. Their mandate is to advocate for the profession and highlight its importance in healthcare and in people's lives when recovering from numerous physical ailments and injuries.

As we worked through the details, the research showed that most people put up with pain and keep "going" because they simply "don't have time" to fix what is ailing them. Most people do quick fixes such as taking pain medication to deal with the pain.

To address this, we developed "Pain Face". We focused on capturing people's facial expressions in slow-motion as they experience different types of pain - chronic pain, back pain, sciatica, migraine, etc. Then we tell the audience that they don't have to put up with pain and physiotherapy can help.

We created a main explainer video that was hosted on pain-specific landing pages as well as we developed a large number of Facebook ads to show all the types of pain Faces that exist.

Main Explainer Video

Facebook Ads

Landing pages