New Zealand Broadcasting School
© New Zealand Broadcasting School 2024

Happy Spine

Blake Benny
Caomh Browne-Scott
Rob Law
John McMyler
Jessica Swan
Laura White
Cole Yeoman

“The Posture Pandemic” is a campaign raising awareness of the ongoing decline in people’s spinal health and encouraging audiences to commit to a wellness journey with Happy Spine.

The key problem Happy Spine is facing is connecting and engaging with existing and potential clients through social media. This is due to their current online platforms, such as Facebook and Instagram, lacking personalised and local content.  

Happy Spine alerted us to the misconceptions people have about chiropractors, as many don’t understand what happens during treatment and want a "quick fix" or at-home hack.  

Because of these challenges, it’s difficult to attract people who are interested in the long-term wellness journey. This stems from people not understanding the benefit or importance of spinal health.  

Therefore, our content is local, relatable, and friendly. Using language such as “Be Kind to Your Spine” & “Happy Spine Happy Life” throughout the campaign, we reaffirm Happy Spine as the solution to the posture pandemic.  

Brand Story

Happy Spine is one of the most established multi-disciplinary chiropractor facilities in Christchurch. Established in 2000, Dr. Jim Miller currently co-owns our business with Alison Gallate. We employ 12 staff members including chiropractors, technical assistants, chiropractic assistants, a neuro-linguistic programmer, an acupuncturist, and other healthcare experts. We have some of the highest level of technology on offer in the city, including X-rays and nerve scans.  

Christchurch is a competitive environment for chiropractors. There are over 20 local facilities in Christchurch including Eden Chiropractic, Garden City Health, Christchurch Chiropractic, Centered Health, and the Christchurch Wellness Centre.  

Many of these businesses use Facebook advertising, short slogans (ie. ‘get your back on track,’ ‘back into balance’) and the majority have blogs. Additionally, many of them advertise cheaper appointments. This poses challenges for Happy Spine in being the preferred choice for potential clients and is why having unique local content is important in differentiating Happy Spine from competitors. A large aspect of this will be emphasizing Happy Spine’s state-of-the-art technology that other competitors do not offer.  

Previous marketing has included radio advertising and previous expos. Currently, Happy Spine outsource material for Happy Spine’s social media and blog (from overseas), which lacks brand personalization, local focus and is not engaging. Happy Spine also regularly attend the Go Green, Home Show and Women’s Lifestyle Expo’s and have regular press releases in Solace.  

A key issue for us currently is our lack of personalisation and local content within our marketing and social media channels. This has caused a disconnect between our brand values/themes, and how we portray ourselves within our marketing. 

The specific target-audience we are catering our content to include women in the 35–55-year-old demographic. These women hold similar values to our brand, including healthy living, wellness, and self-care. With the new direction our marketing and social media platforms are taking, it will entice our demographic to familiarise themselves with our offers and services and seek us out (as opposed to other local competitors). 

We describe our Happy Spine brand as high vibe, quirky, fun, personable, caring and community focused. Through new local, authentic, relevant, engaging, and trustworthy content, we aim for our brand and these values to be better understood by our target demographic by the end of the Posture Pandemic campaign.  


Our “Walk Through Video” gives future clientele a better idea of what to expect when visiting Happy Spine and highlights the unique technology available. This video is a strong representation of Happy Spine’s unique benefits when our content attracts new clientele, and helps demystify what a chiropractor does.  

“Be Kind to Your Spine” is a series of catchy short videos to raise awareness of how spinal health impacts everyday life and why it is a wellness journey. These are designed to “tag-a-friend” (providing engagement with Happy Spine’s social media platforms) and are filmed with activities that correlate to the target audience.

“Happy Spine Happy Life” is a series of short personalized videos helping introduce staff and the standout technology at Happy Spine. They can then use these videos as a starting point for establishing a community-focused and relationship building series they can produce themselves. The purpose of these videos is to set apart Happy Spine from competing chiropractors as the best solution to the ‘Posture Pandemic’ by highlighting their unique technology, practices and staff.

The "Posture Pandemic" podcast series is a chance for staff at Happy Spine to engage with audiences personally, through a few short episodes. The content expands on how spinal health is intertwined with our sleeping habits, mood and use of technology – reinforcing the importance of going on a wellness journey with Happy Spine.

To make it easy to share these podcasts, we created promotional videos to be shared on social media and link to Spotify. 


Our relevant and sustainable social media content facilitates engagement beyond our campaign also. The plan lasts for 6 months, and includes outlines for what days to post, as well as days that can be celebrated by Happy Spine. The plan integrates local and personal pre-made videos, podcasts content suggestions, a newsletter,  designs for posts template and QR codes. Additionally, we’ve created a how-to-guide so Happy Spine will be confident using social media beyond the campaign.


Idea: Article about ‘Posture Pandemic’ in Christchurch school newsletters

Explanation: Reach the mothers in our target audience age range through school newsletters focusing on children's postures with tech-neck and BYOD schooling. We will reach out to Principal’s Associations and individual schools to publish the article in school newsletters.

Idea: Interview with More FMs Breakfast Club regarding ‘Posture Pandemic’

Explanation: Tee up an interview with Dr Jim Miller on Breakfast Club with More FM to chat about the Posture Pandemic and how it’s impacting people.

Idea: Publicity for Dr Rob Hutchings’ Book ‘Downriver Nomad’ (Releasing October)

Explanation: Approach a local bookstore such as Scorpio Books, or a local Paper Plus branch about hosting a Book Launch or Book Signing with Dr Rob Hutchings following the release of his book. This can be supported by digital and physical promotions and be used as an event to be able to interact with potential clients – as the locations fit within the target demographic. This in turn will provide promotion for Happy Spine, and reinforce and credibility and talent of their staff.