Focused on hip and knee replacements, this orthopedic campaign highlights activities and behaviors limited by bad joints. Hyper-localized in Boulder, CO and surrounding cities, the campaign captures the active, outdoors lifestyle prevalent to its residents in our target age range of 45 and older. Since such surgeries are somewhat elective, market research revealed lots of information gathering happens before contact with a surgeon is made. To assist this process, all traditional and digital components push patients to a stand-alone micro site, bchortho.com. This ortho campaign built the awareness of the new ortho services and was responsible for the great attendance at community seminars, increased calls and website traffic.