Imagine if patients could be given another chance to heal.

For many patients, standard wound care provides the treatment they need. But when a chronic wound stalls, progress can stop and patients may be left living with a wound that simply is not healing.

Smith+Nephew wanted to relaunch PICO single-use negative pressure wound therapy as a solution for these harder-to-heal wounds, positioning it as the next step when standard dressings and treatment are no longer delivering the progress expected.

The opportunity was to make that lack of progress impossible to ignore.

We dramatised what it feels like when recovery stalls, bringing the frustration of being unable to move forward to life in a simple, human way.

By turning a clinical challenge into an immediately recognisable experience, the campaign positioned PICO as a way to help get stalled chronic wounds, and the patients living with them, moving forward again.