Versus Arthritis: Independence

M&C Saatchi London has launched a nationwide multi-channel campaign from new charity, Versus Arthritis, to get the country to take arthritis seriously. Arthritis affects over ten million people in the UK and can make simple movements painful and burdened. The impact on individuals is huge, yet the pain and fatigue caused is invisible and can fluctuate day to day. Despite this and the significant social and economic impact, there is a severe lack of understanding and trivialisation of arthritis among the public. The campaign positions arthritis as a thief that is, silently and invisibly, stealing from those we know or love. It’s taking away the most important things from our lives – the ability to work, spend time with loved ones and do the simplest of movements without pain. The strategy encourages the UK public to challenge our collective acceptance and dismissal of the condition as ‘just a bit of arthritis’ and speak out against it by declaring themselves Versus Arthritis. The long-term strategy of the new organisation hopes to turn current perceptions of arthritis on their head – from passively accepting its impact, to a society where ignoring and dismissing the condition is seen as unacceptable. By encouraging multiple and visible acts of defiance against arthritis and mounting a loud and visible opposite against the condition, people with arthritis will feel empowered to demand more o help them live better. There are three 30s films for TV and VOD which depict three different people living with arthritis – a teacher in her thirties, a grandmother of a 6-year-old boy, and a boyfriend in his mid-40’s.Having multiple depictions of the reality of living with arthritis was integral to the strategy – to reflect the breadth of impact of the condition, and relatable stories for different audiences. The storylines were developed using insight from people living with the condition, who were also on set to direct and guide the actors to accurately depict the reality they face everyday.