The charity has devised a new campaign, called , aimed at highlighting the barriers that exclude people with Tourette's Syndrome from society.
Campaign emails are being sent out this week encouraging people to share and spread the creative virally. Although littered with swear words, the email is designed to trick firewalls that normally filter them out. The emails are being sent to the personal contacts lists of everyone involved with the campaign and the charity's list of supporters and friends.
Tourettes Action hopes that by literally breaking through the digital barriers, the campaign will raise awareness of the problems that people with Tourette's Syndrome face in everyday life, and how they are effectively ‘filtered out’ by society.
Why is the charity launching the campaign?
The campaign, devised by direct and digital agency LIDA, plays on public perceptions of Tourette's Syndrome. In fact, chronic swearing affects only one in 10 sufferers, but is the only thing most people know about the condition – so the campaign is using it as a hook to engage people and raise awareness of the wider issues surrounding the condition.
What does the charity say?
Suzanne Dobson, chief executive of Tourettes Action, says: "People with Tourette's Syndrome are routinely excluded and misunderstood by society – including from schools and, later, the workplace – because of stigma associated with the condition. In reality, many people with Tourette's Syndrome can and do make a positive contribution to society, and are unfairly stigmatised. We hope this campaign will challenge assumptions and prejudice."
Third Sector verdict:
This clever but simple, edgy campaign will do well, with just the right amount of cheekiness to stop it from being offensive.
While it is brave to eschew social media in order to create a truly organic viral campaign, it might have achieved a wider reach if promotion on Facebook and Twitter had been included from the start.