CHANGING PERCEPTIONS OF WHAT’S OK

Arthritis is often dismissed or downplayed. Our “It’s not alright” campaign is a call-to-arms for everyone to take arthritis seriously.

Provocative out-of-home executions and online films highlight the fact that arthritis can rob people of everyday experiences, highlighting the ‘excuses’ used by and about people with arthritis. By showing how the pain of arthritis can make life’s fundamentals extremely challenging, our goal is both to raise awareness and encourage people to take action ahead of World Arthritis Day on October 12th.