In New Zealand, 1 in 100 people live with Tourette Syndrome, yet most people know very little about the condition beyond what they’ve seen on TV. For people with Tourette’s, the hardest part often isn’t the tic - it’s the reaction to it. taring, pointing it out, or generally drawing attention to it can make tics worse.

So for Tourette’s Awareness Month, we created the first anti-awareness awareness campaign. Instead of asking people to pay attention, the campaign delivered one simple, helpful instruction: Ignore It.

A bold, deliberately unignorable message we splashed across outdoor, film and social educating the general public while putting the attention where it belongs, on people, not their tics.