Arthritis Research UK: #JointProblem by Shape History

Arthritis Research UK has launched The Nation’s Joint Problem campaign and report, alongside a creative visual to personify the issue. Social change company Shape History was commissioned by the organisation and PR Agency Headland to create a social experiment video to address the struggles those living with the condition face.

Playing on the insight that people with arthritis find it difficult to talk to their loved ones about their experiences, the film explores the misconceptions about what arthritis is and how it can impact both the individual and the people around them. Due to the invisibility of the condition, the emotive video centres on Catherine and Phil, both in their 20s and 30s, and gives them the opportunity to discuss openly and honestly the issues they face in their day-to-day life and the pain they experience. Unbeknownst to them, their family listen in to the interview through a TV link, set up in the next room.

Launching in conjunction with the report, which reveals the current and future impact of two major forms of the condition, the video has launched across social media channels.