Don’t Take Back Pain Lying Down

NHS (National Health Service) in Wales has been encouraging employers and employees to combat back pain with exercise, keeping the muscle moving rather than just lying on a bed or sofa. “Don’t take back pain lying down.” The campaign is online at

Walking on back pain

Cycling on back pain

Flying kite on back pain

Welsh Backs is a joint initiative developed in response to Health Challenge Wales – the nation’s challenge to improve health. Welsh Backs aims to reduce the physical burden faced by over two thirds of the population of Wales who will at some time suffer from back pain. Welsh Backs is based on similar initiatives in Scotland and Australia that have been successful in changing beliefs about back pain.


The back pain campaign was developed at CST Advertising, London, by creative directors Dave Trott and Gordon Smith, art director Neil Croker and photographer James Day.

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