How do you reframe arthritis as something society should also no longer tolerate?
IT’S NOT OK TO IGNORE ARTHRITIS
Compared with campaigns for cancer and climate change, arthritis is often dismissed or downplayed. But with over 10 million sufferers in the UK, and at an annual cost to the NHS of £10B+, it’s no small concern for many. We needed to raise awareness of the condition, and help those living with it.
TWO BRANDS BUILDING SOMETHING BIGGER
The merging of Arthritis Research UK and Arthritis Care gave a one-time chance to create a new brand. One that would stand against prevailing attitudes, and stand up for those defying arthritis and demanding action. We gave that brand the bold, campaigning name it needed: Versus Arthritis. Versus Arthritis captures the pressures of the condition, but also the power we have to act and make change.
BRINGING THE BATTLE TO THE STREETS
We united the sufferers and the scientists, carers and campaigners, fundraisers and fun-runners. The people Versus Arthritis. Bold typography gives the brand a stand-out aesthetic and helps make strong statements. Provocative campaigns hit home that Arthritis is “not OK”.