Context
For patients dealing with osteoporosis and osteoarthritis, the idea of something “breaking” is a terrifying one, with painful and grueling consequences.
JNJ provides implants for cases when breaks happen and surgery is needed. The challenge was to turn the fear of going under surgery into the courage to make the choice of actually going for an implant.

Concept
’Breaking free’.
The noun/verb “break” carries a heavy and somber meaning for these patients.
Our insight came from asking: “What if a ‘break’ wasn’t a bad thing, but instead, something to look forward to? For example, a lucky break?”.
Because the truth is, sometimes a break is all we need to get our lives back on track. Even if it’s a literal one.
This concept was presented in the form of a MANIFESTO.