For the Arthritis Foundation, raising awareness isn’t just about publicity. It’s about empowering the one in four adults and hundreds of thousands of children diagnosed with arthritis in the U.S.
In 2023, we collaborated with the Foundation to launch the “We {Journey} Together” campaign, which honors the resilience of arthritis patients while building on the Foundation’s strong commitment to community support. With its positive (even award-winning) reception, the Foundation tapped us to extend the campaign’s reach and impact.
In response, we developed a multi-month strategy culminating in a targeted activation during September’s 2024 National Pain Awareness Month. All parts of the campaign are aimed at driving increased visibility for the Foundation’s resources and advocacy efforts.
Our mediums? Social media, printed handouts—and a lot of bracelets.
Our integrated approach began in April, as the Foundation encouraged its online community to share the uplifting phrases and inspirational comments that help them through their toughest days. Those submissions were compiled into a short video that was unveiled during May’s Arthritis Awareness Month, while the Foundation continues to share words of encouragement across its platforms to ramp up engagement and community support.
That continued amplification built momentum for Pain Awareness Month. The most resonant phrases were collected for our twist on a wearable classic: a simple, inspirational bracelet. These bracelets, which use those encouraging mantras from arthritis patients, are worn by patients and their loved ones as a reminder of the community and support that embodies the We {Journey} Together spirit. They’ve been distributed across major markets in September, their in-person deliveries building the sense of community that the Foundation is known for. And they’ve been paired with cards that include facts, resources and a QR code to access more support.
Mixing digital outreach and printed materials—and tying it together (literally) with handcrafted bracelets—the multi-phase campaign is building authentic connections while positioning the Foundation as a primary resource both for those impacted by arthritis, and those who love them. And it’s doing it all with the Foundation’s message in mind: No one has to journey alone.