Arthritis affects over ten million people in the UK. Despite this and the significant social and economic impact, there's a severe lack of understanding of arthritis among the public. Our campaign aimed to change people's attitude towards the condition by showing "It's not alright. It's arthritis'.
It launched with a major OOH campaign, including a takeover at Waterloo Station, and series of striking long copy press ads, each one bespoke to the publication it appeared in.
A montage of all the press ads I wrote for different publications.
