We were asked by Clinique Neuro-Outaouais to create print collateral for buses and newspapers to help them recruit patients for clinical research trials.
Medical print ads tend to rely heavily on euphemisms: a decorum, which often gets in the way of connecting with the intended audience. We thought that actually speaking to patients would give us a good chance of escaping the generic. That’s where we learned just how potent (and dreaded) a symbol wheelchairs are to those affected by neurological disorders. Our concept therefore relied on taking this object and turning it into a rallying cry.
We received good recruitment outcomes and successfully increased Clinique Neuro-Outaouais’ research patient intake for multiple studies. What we couldn’t have predicted was how well the piece would be received by those that were not affected by a neurological disease. The wheelchair was an ideal device to communicate with the general public as well as potential patients.