To create awareness with a limited budget for a department under serviced by advertising.
Unlike most areas or services in healthcare, which can often deal with issues of life or death, Orthopedics provided the opportunity to utilize humor to raise awareness of this world-class program. We anthropomorphized 'pain' in the form of a character/mascot called "Little Karate Guy". The resulting images communicated in a way that was simple, immediate, and funny.
Overwhelmingly positive response from consumers and the client. The print campaign proved so popular, that radio/broadcast executions were commissioned... with equally positive results.