Arthritis Research UK

Arthritis causes crippling pain. All too often people feel they can’t talk about it. For National Arthritis Week, we encouraged people to talk about their condition and how they coped with the pain, via an integrated campaign spanning digital, social media and print. Their responses and advice developed a guide to pain management and further tips that were shared across social.

This film (shot on a shoestring) promoted the campaign via social media. We present every-day scenes that were actually painful for people living with arthritis to complete.

It hit a nerve, as the campaign delivered record levels of engagement.