Shree Rajani, head of communications and Bronte McConnell, social media manager, Versus Arthritis Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Launching
versus
arthritis
charitycomms

3. The launch of versus
arthritis
• New name
• New identity
• New tone of voice

4. BUT…
• New name!
• New identity!
• We had some work to do to establish the brand, communicate what
we do and move arthritis up the agenda

5. Only 28% believe
arthritis should receive
same level of support
or funding as other
health conditions such
as cancer, heart
disease and diabetes.

6. What this means for
people with arthritis
• They hide their reality – dismiss their own
condition because the people around them
do as well. Put on their ‘Glad face’
• Stop seeking support
• Struggle in silence
• Feel like they are not understood

7. How did
we tackle
this?
• Launched an integrated
campaign focused on
challenging and changing
perceptions of arthritis, and to
show the reality of living with the
condition.
• Developed TV advertising,
digital and out-of-home adverts,
created partnerships with
Gogglebox and select podcasts

8. What this meant for PR
and social…
PR and social played a key role in amplifying and authenticating the campaign by:
• Telling real stories of how arthritis impacts on people’s lives, which echoed and reflected the
story being told in our advertising.
• Landing the message that arthritis impacts all stages of life, it’s not just a bit of pain and it’s not
ok.
• Providing a platform for people living with the condition to talk openly about their condition,
often for the first time.

9. • We commissioned a survey about how arthritis impacts
people’s relationships, mental health, ability to work, socialise,
look after a family and date.
• Partnered with York Health Economics Consortium to quantify
how much arthritis steals from people’s lives across their life
time. This gave us the headline:
Five years’ worth of quality life stolen from every person
living with arthritis across their lifetime
Developing a strong
news hook

10. DEFYING ARTHRITiS AT
EVERY AGE
• We published a report to highlight how arthritis impacts people at five key
stages of life.
• We used real stories at each life stage that brought the research to life and
told the story behind the hard hitting stats.
• Providing solutions - 5-step action plan that set out the changes urgently
needed across all areas of society to increase public awareness and
understanding and help people with the condition live better.
• Using the voice of others - Case studies, clinicians, Alliance

12. • For launch day we created an emotive, long-
form film featuring mums, colleagues or
brothers of people living with arthritis talking
about how they see the condition affecting
their loved one
• We shared personal stories and blog posts
from some of the people featured in our
advertising – bringing their experiences to life
• Naturally shared our TV ads and other
collateral, e.g. tweet cards from the report
engaging social content

13. Our blog
TwitterFacebook
instagram

14. Sharing the voices of
people with arthritis
• Used our social channels as a way to highlight the breadth of conditions, experiences and people living with
arthritis
• We shared stories from people involved in the campaign – whether they consulted on set of the TV advert,
shared their story in our PR report or in media interviews, or took part in some other way – we gave a voice
to the faces behind the campaign
• We continuously engaged with our audience – sharing people’s tweets of their own experiences, of them
supporting the campaign, including a video from a cubs group sharing why they’re #VersusArthritis.

16. Creating an alliance

17. And a galvanised community

18. Maintaining momentum

19. Highlighting isolation

20. Maintaining even more
momentum!

21. Highlighting impact on
relationships

22. Results…
National print = 33 Broadcast = 24Regional print = 64
100% key message
penetration
104k video views
2k reactions, 663
comments
120% uplift in organic
search
43,000 new social
followers
20+ orgs supported,
Reaching 535k
people

23. “I was so moved by the advertising campaign on tv – my mum has arthritis and I could see that
she was the lady walking up the stairs, reminiscing about playing on the sand with the
grandchildren – the advert really hit a chord with me. Once I had stopped crying, I thought
“What can I do to help?”, so went on your website with a view to perhaps donating some
money or something. Next thing I know, I'm signing up for a half marathon! I am about to now
also join a running club who are doing the couch to 5k intro programme so that should
encourage me further.”

24. TOP TIPS

25. TOP TIPS
• Create versatile content that can be used multiple times and on
different platforms
• Be prepared for the response. Create thorough and adaptable replies
to anticipated questions to help when it gets busy.
• Bring people along the journey with you – case studies and your
internal audiences too!

26. QUESTIONS?
Shree Rajani
Head of communications
s.rajani@versusarthritis.org
Bronte McConnell
Social media manager
b.mcconnell@versusarthritis.org

27. PR Network
4 July 2019
London
#CharityPR
Three. Two. One. Lift off – that
launch moment

28. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk