Tourettes Action
No Choice
Complicated
Tourette’s plays out in public like few other conditions. The tics aren’t a choice — but the looks, the comments and the assumptions that meet them are. Everyone with Tourette’s lives with two things they didn’t choose: the condition, and the way the world responds to it. Last year, with Misunderstood, we set out to change how people understood Tourette’s. This year we set out to do something harder: change how they respond to it.
Simple
Tourette’s is not a choice. How you respond is. We built the campaign around a mirror — in each ad, a person with Tourette’s says “I don’t choose to…” and a person without replies “So I choose not to…”. Real members of the Tourette’s community appeared alongside friends, family and allies including Jo Platt MP. The contrast does the work — and the early numbers say so. The Instagram video reached 100,000 views in its first three days – a whole year faster than the previous campaign.
