Australian Physiotherapy Association, Case Study

Transforming Physiotherapy for a Digital Age

The Australian Physiotherapy Association turned to Morris to reimagine the future of physiotherapy. His work resulted in the creation of the globally celebrated "Don’t Move" campaign, which positioned physiotherapy as a digital-first, AI-enabled health service, and reshaped global perspectives on rehabilitation.

Shift: From traditional recovery to predictive and digital-first rehabilitation.

The result? Global media traction, a viral campaign, and new thought leadership for physiotherapy worldwide.

Future-Ready Perspective: By 2030, physiotherapy clinics will utilise immersive VR for real-time movement correction, AI-driven muscle recovery protocols, and blockchain-secured patient rehabilitation data for global, seamless treatment.