Focus on invisible pain

Focus on invisible pain

Campaign Movie for the Danish Arthritis Foundation

One in five adult Dane lives with chronic pains. The cause is in most cases due to arthritis, which can affect both men and women regardless of age. However, arthritis is hard to spot as the disease is not physical visible. This is the reason why many arthritis patients do not feel that their disease is acknowledged and too few people understand how it is to life with constant pain every day.

Primetime developed an emotional movie about a father and daughter where the viewers see small scenes of how it feels to live a life with arthritis. The film had a focus on turning the pain into something visible, which relatives of arthritis patients can relate to, and thereby show a better understanding and show consideration.

The movie was developed in collaboration with the production company, Octopuss, and was launched on World Arthritis Day, October 12, 2017. So far, the movie has been viewed by 1.2 million people, shared more than 7,000 times and has created large awareness for the Danish Arthritis Foundation’s work and – not least – given the arthritis patients images of the otherwise invisible pains.

Tobias Enné

Creative + Digital director

+45 28 62 09 77