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Arthritis Association – Listen to Your Body

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Whether it is taking off socks, slicing bread or getting up from a chair, arthritis can make the simplest of essential tasks an excruciating ordeal. 

Developed by Danish agency &Co. and directed by Tore Frandsen through New—Land, this spot for The Danish Rheumatism Association uses humour to depict the agony of crumbling joints. 

The centrepiece of the 'Listen to Your Body' campaign, the film The Pain Choir, was filmed at the Royal Danish Music Conservatory in Frederiksberg and gathers musicians and arthritis sufferers for a festival of groans and winces. 

Arthritis is Denmark's most common disease, with 700,000 already diagnosed; experts estimate that just as many live with the condition without knowing it.

The first step in solving the problem is acknowledging that there is a problem. “Most people recognize the insight that we groan more as we get older, but they don't want to admit that they have arthritis. So, we gently nudge them. It's our bodies trying to tell us something,” explains Mette Bryde Lind, director of The Arthritis Association.

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