The One With The Tics

Tourette's tics aren't a choice — but the looks, the comments and the assumptions that meet them are. Everyone with Tourette's lives with two things they didn't choose: the condition, and the way the world responds to it. I wanted to change that.

Tourette's is not a choice. How you respond is. I built the campaign around a mirror — in each ad, a person with Tourette's says "I don't choose to…" and a person without replies "So I choose not to…". Real members of the Tourette's community appeared alongside friends, family and allies including Jo Platt MP.

The Instagram video reached 100,000 views in its first three days, and it's been picked up several times in the press. Point made.