# Pin-Pricked Prints An Esmenta Acupuncture Campaign Remedies Modern Behavior By Amelia Roblin | Published 2011-06-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/esmenta-acupuncture-campaign References: [adsoftheworld](http://adsoftheworld.com/media/print/esmenta_escuela_de_medicina_natural_tradicional_y_alternativa_mobile_phone) & [tbwa](http://www.tbwa.com/#lsi012865ci0b0q) Fast-paced modern society urges us to [eat fast food](https://www.trendhunter.com/trends/kfc-spain-1) and live with our [cellphones glued to our hands](https://www.trendhunter.com/trends/methaphone), but this Esmenta Acupuncture campaign challenges such social norms with a different approach to wellness. The 'Escuela de Medicina Natural, Tradicional y Alternativa' promotes natural and alternative treatments for your ailments, especially those that have roots in unhealthy habits. Serial smokers, unproductive dieters and those with [BlackBerry](https://www.trendhunter.com/trends/zero-proof-functional-spritzes) appendages may suffer from anxiety, stress, other mental health inflictions, and of course, physical illnesses like digestive problems and lung cancers. These three prints attempt to convey a tried and true method of remedying such situations, in as simple a way as possible. As such, in executing the Esmenta Acupuncture campaign, the TBWA/GUATE advertising agency stuck needles directly into an assortment of obsession-incurring objects. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 73% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Alternative Medicine:** Promoting natural and alternative treatments to offset modern unhealthy habits provides opportunities for disruptive innovation in healthcare. - **Mind-body Wellness:** Addressing both physical and mental health in wellness campaigns through alternative practices can create new innovations in the wellness industry. - **Targeted Advertising:** Exploring unconventional forms of advertising that target specific groups like habitual smokers and cellphone users can offer disruptive innovation opportunities in the marketing industry. ### Industries Being Reshaped - **Healthcare:** Incorporating natural and alternative medicines into healthcare practices provides opportunities for disruptive innovation in the healthcare industry. - **Wellness:** Incorporating alternative practices like acupuncture in wellness programs offers disruptive innovation opportunities in the wellness industry. - **Marketing:** Using unconventional forms of advertising that address specific unhealthy habits offers disruptive innovation opportunities in the marketing industry. ## Related on Trend Hunter - [Modern Wellness Jewelry](https://www.trendhunter.com/trends/modern-wellness-jewelry.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md) - [Sensory Product Pop-Ups](https://www.trendhunter.com/trends/the-pain-payback.md) - [Aromatic Breathwork Devices](https://www.trendhunter.com/trends/the-beem.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Mental Health Lamp Installations](https://www.trendhunter.com/trends/axa-health.md)