Ataxia? No thanks, I’m with Standard Life. That’s basically the response one-fifth of Great Britain adults gave when asked if they could identify the neurological disease (thinking it was an investment firm). So to get attention for the disease, which afflicts 10,000 people in the U.K., foundation Ataxia UK and TBWA\London collaborated with celebrity photographer John Rankin Waddell to present jarring photos and messages meant to shock people in an OOH campaign. With hard-hitting headlines like “Ataxia. It’s like Multiple Sclerosis ganged up with Parkinson’s and played a dirty trick on Cerebral Palsy,” paired with blurry images, this might have morning commuters thinking they need to have another cup of tea.

Credits

Brand: Ataxia UK
Agency: TBWA\London
Peter Souter – Chief Creative Officer
Jeremy Carr – Executive Creative Director
Antonia Clayton – Copywriter
Pat Comer – Art Director
Paul Belford – Designer
Paul Belford – Typographer
Rankin – Photographer
Tom Wong – Brand Leader
Victoria Lee – Account Director
Marta Herman – Project Manager