BMS & FER: #foryourpain

BMS & FER launches the first campaign on Instagram and TikTok that uses the platforms to provide therapy to patients with Rheumatoid Arthritis.
(San Juan, Puerto Rico) In Rheumatoid Arthritis Awareness Month, the FER Foundation (Puerto Rican Foundation for Rheumatic Diseases), together with Bristol Myers Squibb, decided to use the most popular social networks in a novel way to keep patients healthy. “The idea is simple: we take the dynamics of the dances that are an intrinsic part of the platforms and transform it into a fun, useful, and inclusive rehabilitation vehicle,” commented Aníbal E. Quiñones, VP of Innovation and Creativity of Arteaga & Arteaga.

Thus #ForYourPain was born, the first choreography challenge based on rehabilitation movements for patients with Rheumatoid Arthritis.

BMS and Fundación FER enlisted the collaboration of physiatrists and a professional choreographer to integrate therapy movements into the dance steps to create the challenge. The design of each step took into consideration that patients can carry it out without problems depending on the level of arthritis they have. Medical data accompanied the choreography step by step. There a rheumatologist detailed the reasons for a movement and its benefits. In addition, we produced content answering the most frequently asked questions about the condition.

“Exercise helps in many areas of health that are very important for people with arthritis. For example, it reduces stress levels and moments of depression, calms anxiety, and helps patients sleep better. However, it is vital that we remember that no matter the type of exercise, you have to try to do some movement daily,” said Dr. Oscar Soto Raíces, Rheumatologist and president of the Puerto Rican Foundation for Rheumatic Diseases (FER).

The platforms we spend a lot of our free time on have opportunities for content to be more than just entertaining. This campaign is an example of using them to solve health problems and accompany patients, making their rehabilitation fun and entertaining.