Spinal Cord Injury BC helps people with spinal cord injury (or related physical disability) and their families adjust, adapt and thrive in their new lives. Reaction Creative developed a campaign that is striking and thought-provoking. The pinata ad was especially memorable because a vast majority of spinal cord injuries are from young people who are involved in car accidents while driving home from parties. From the initial concept, the idea was successfully rolled out in additional ads that are equally powerful.

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