A shift in advertising strategy from push to pull. A data-driven campaign targeting 55-to-64 year-old males who value autonomy and independence. Brand awareness objectives were achieved through the message "Get back into life" highlighting the autonomy of an Invacare wheelchair. Future campaigns created as part of this module used above and below the line advertising designed to engage with 18-to-40 year-olds with a mobility disability and build further brand awareness in niche consumer markets. The message was focused on encouraging consumers to trust Invacare to be their stylish and lightweight solution to a sporting lifestyle.