We’ve all done it—felt a twinge, shrugged it off, and hoped it would go away. The American Podiatric Medical Association (APMA) wanted to tackle that all-too-human habit head-on with its “If Your Feet Hurt, See a Podiatrist”campaign. The message was simple but powerful: don’t ignore foot pain; get professional help.

To avoid the typical “medical ad” look—and to steer clear of anything graphic or unappealing—the creative team took a fresh visual approach using black-and-white retro photography paired with smart, straightforward headlines. The striking imagery cut through visual clutter and drew attention by feeling both nostalgic and unexpected in a modern media landscape.

Running across print ads, billboards, transit cards, mobile billboards, bus stations, and digital platforms, the campaign reached people in the moments when pain and procrastination often collide—on the go. The result was a relatable, eye-catching reminder that taking care of your feet isn’t something to put off.

Because when your feet hurt, everything hurts—and it’s time to do something about it.