The latest poster campaign for the Arthritis Research Campaign coincides with the charity's rebranding, which has included a name change to arc and a revamped logo. The charity aims to reposition itself as an organisation dedicated to improving standards of care for arthritis sufferers and the poster campaign reflects this emphasis on practical assistance.
"We tried to use everyday objects to drive home the day-to-day realities of living with arthritis,
said Elaine Ingram, marketing manager at arc.
"The rusty hinge is designed to compare the state of the hinge with a creaky arthritis joint."
Designed by ad agency Scope, the campaign is part of a Research into Practice development plan. Featuring on selected billboards in cities across the UK, the ads will run for three to five years. They will also appear across national newspapers and in various colour supplements and magazines targeting the 45-plus age group. The first wave of advertising will run until July, and the second phase will roll out across the UK in September.
The posters aim to raise awareness of the new name and tactical approach, and also recruit and expand the charity's existing supporter base.
"Underpinning the campaign is the strapline 'Committed to curing arthritis', which sums up what we are all about,
said Ingram. "Not enough people know about us and we are best known for our academic work - yet we still haven't found a cure for arthritis. So if we promote ourselves as professionally as possible, we can stand out from the crowd, get the best support we can, and increase our chances of finding that cure."
"There is a widely held view that the Arthritis Research Campaign could have a greater impact on the lives of people with arthritis,
said Fergus Logan, chief executive of arc. "While the research we fund is of the highest scientific standard, it is not always easy to see the effect on the lives of patients."