Jowett & Moulton Chiropractors have more than 35 years’ experience providing chiropractic services as a safe and effective treatment for a multitude of joint and mobility issues. The Lygon Street clinic wanted to create a dynamic campaign to engage potential audiences of different ages, genders and occupations. With so much marketing out there focusing in on the pain factors that drive patients into chiropractic clinics, we chose to take the opposite approach and develop a creative idea based on ‘positivity’. The campaign brought attention to the benefits of chiropractic with key messaging highlighting a range of positive outcomes including easing neck and back pain, minimising headaches and migraines, improving athletic performance, alleviating pain, reducing inflammation and generally feeling good again. The marketing campaign was rolled out digitally and in the form of A-frame billboards directly in front of the clinic, engaging passersby pounding the pavement.