Only .06% of the population suffers from Spondylitis, a type of arthritis that attacks the base of the spine until it fuses and causes paralysis.

This is tragic as biological treatments can give patients a regular life if they discover their condition early.

That is why NOVARTIS has launched a crusade to raise awareness of the disease and save thousands of young people from irreversible suffering.

The objective was not to sell any medication but to get young people to consult with the rheumatologist, the only specialist who can detect Ankylosing Spondylitis.

No segmentation can find these young people, so we had to sow the seeds of doubt in millions.

We got Ely Guerra, a pop superstar, to release a new single entirely out of her style, composed specifically for the campaign:

MONSTER PAIN IN MY BACK.

She agreed to venture into a musical genre that she had never experienced (and will never repeat) to shock the media, her fans, and the community.

She composed and performed a brand new song about the pain and anxiety that Spondylitis causes and the journey towards the hope of a regular life thanks to a correct diagnosis.

Ely also supported us in a launch event, using her own social media channel and personal interviews with the media so that this project could reach more people.

No segmentation can find these young people, so we had to sow the seeds of doubt in millions.

That is why we used a pop superstar "changing her career" to shock fans and media and attract attention to the song release.

The insight is that we had to create a splash with a newsworthy story to draw attention and amplify our message through earned media.

This song, video, and campaign directed you to doloramisespaldas.com.

There, with the help of a chatbot, we performed a simple online test that told people if their back pain symptoms pointed to Ankylosing Spondylitis.

If so, we immediately connected them with a rheumatologist in their area, using geo-location and the TopDoctors.mx database, the most robust in the country.

The release of the new single was launched with a press conference, which attracted the most important music and mainstream media thanks to the rumor that Ely Guerra was switching to Heavy Metal, something unthinkable.

In the video, we told people about an invisible monster: Ankylosing Spondylitis, and invited them to our website Doloramisespaldas.com.

We also launched a digital campaign on social media that campaign lasted 12 weeks. Ely Guerra supported the campaign on her social media as well.

+32,000,000 EARNED MEDIA IMPACTS THANKS TO THE PRESS CONFERENCE AND INTERVIEWS.

+ 183K VISITS TO THE WEBPAGE

BASED ON PRIOR AWARENESS CAMPAIGNS CLIENT ASKED FOR 5,000 VISITORS

+ 3K ONLINE TESTS PERFORMED

CLIENT ASKED FOR 100 TO 500 TESTS

INCREASE OF 6450%

IN APPOINTMENTS WITH RHEUMATOLOGISTS

IN THE TOPDOCTORS.MX DATABASE

A NEVER BEFORE SEEN INCREASE IN INTEREST

552 USERS WITH THE

CONDITION DETECTED

BEING A VERT RARE CONDITION (.06% OF THE POPULATION IN MEXICO)

DIAGNOSING +500 PATIENTS IN 12 WEEKS IS A TOTAL BREAKTHROUGH