The charity Versus Arthritis has launched a major campaign which aims to drive brand awareness and donations ahead of World Arthritis Day on the 12th October.
Based on the insight that arthritis is often dismissed or downplayed, “It’s not alright” is a call-to-arms for everyone to take arthritis seriously.
A series of provocative out-of-home executions highlight the fact that arthritis can rob people of everyday experiences, featuring what might often be seen as ‘excuses’ used by and about people with arthritis and showing how the pain of arthritis can make life’s fundamentals extremely challenging. One out-of-home ad carries the line: “It’s not ‘I don’t want to have sex’, it’s arthritis”, while revealing that 38% of people with the disease have difficulty being intimate with their partner.
Integrated advertisement created by M&C Saatchi, United Kingdom for Versus Arthritis, within the categories: Health, Public Interest, NGO.