Versus Arthritis: It's Not Alright by M&C Saatchi

The charity Versus Arthritis has launched a major campaign that aims to drive brand awareness and donations ahead of World Arthritis Day on 12 October.

Based on the insight that arthritis is often dismissed or downplayed, 'It’s not alright' is a call-to-arms for everyone to take arthritis seriously.

A series of provocative out-of-home executions highlight the fact that arthritis can rob people of everyday experiences, featuring what might often be seen as ‘excuses’ used by and about people with arthritis and showing how the pain of arthritis can make life’s fundamentals extremely challenging. One out-of-home ad carries the line: “It’s not ‘I don’t want to have sex’, it’s arthritis” while revealing that 38% of people with the disease have difficulty being intimate with their partner.

This is coupled with a major initiative imploring people to “send strength” to those living with the condition in the form of donations and support, creating a galvanised community who recognise that society’s dismissal means it takes even more strength to live with arthritis. Fundraising focused creative will feature in social, press and on digital channels.

The push is running across out-of-home, with a takeover of London’s Waterloo station, as well as display, print, social channels and video on demand. Media planning and buying is by Spark Foundry, Platypus and Forward Action.