Osteoarthritis is one of the most common reasons for severe hip or knee pain, affecting nearly 27 million Americans today and will potentially affect up to 67 million people by 2030. 1,2 In turn, demand for hip and knee replacements are expected to dramatically increase, yet many women see joint replacement as a "last resort" and often wait until the pain has become unbearable before turning to surgery. Through a series of compelling and relatable content, DePuy Synthes seeks to inspire the millions of people stuck on 'pause' due to hip or knee pain to explore joint replacement with a doctor, as a potential viable solution when they Hit Play. "I've always taken pride in my athleticism, but around the age of 40 everyday things like bending down to tie a shoe or stepping into a car hurt," said patient advocate, Rebekah Gleason Hope, who received two hip replacements. "Emotionally, it wears on you after a while, which is why I stopped settling for less and hit play on my life. After 8 weeks of physical therapy, I was back to my passions of bike riding and competing in cycling races again." The Hit Play initiative will include a series of patient videos along with emotionally connected vignettes that showcases the impact of lessened mobility on the person as well as their loved ones. DePuy Synthes will also focus on traditional, social and digital components so the messages are heard in surround sound and encouraging those affected chronically by hip and knee pain to take action and speak with a doctor.