Coprolalia (chronic swearing) affects 10% of TS sufferers, but it’s probably the only symptom that non-sufferers would recognise. By using the stereotype as a creative hook, we were able to achieve great cut-through and raise awareness of the wider condition.

Using offensive language made our subject line and email impossible to ignore. Especially coming from the CEO of the charity. The shock factor was highly relevant and helped our message to spread virally and through social channels.

• Within 24 hours, it was forwarded four times for every email sent.

• The hashtag #??n?thefirewall gained 88,659 estimated impressions.

• Campaign was promoted by numerous bloggers and reached over 80,000 Twitter users.

• Our charity’s engagement rate on Facebook more than doubled to 18%.

• As this was charitable piece of work we did not measure ROI.