Purpose Awards EMEA 2020: Charity or NGO - Best Health Cause Campaign

Winner: Headland Consultancy

Purpose Awards EMEA 2020: Charity or NGO - Best Health Cause Campaign

Winner: '#PainNoFilter, Versus Arthritis' by Headland Consultancy for Versus Arthritis

This campaign aimed to raise awareness of the reality of arthritis, including debunking misconceptions it's ‘just a bit of pain’ and ‘an old person’s disease’, while galvanising support among young people with the condition.

A third of sufferers avoid social media, research found, amid its preoccupation with ‘perfection’. People with arthritis – of all ages  – were asked to post one image on Instagram depicting the reality of living with it, to coincide with World Arthritis Day.

A dedicated #PainNoFilter hub was created on the charity’s website and a direct marketing email was sent to supporters. 

Influencers who have arthritis, alongside Versus Arthritis employees, were engaged. Live posts and the campaign press release were shared with key national and consumer media, and interviews were pitched about young people taking over Instagram to highlight the issues.

Ahead of last December's general election, candidates were asked to pledge to champion the needs of people living with arthritis, using #PainNoFilter.

The campaign saw more than 1,000 public posts using #PainNoFilter. Five national and four regional titles ran articles and more than 100 electoral candidates made the pledge.

Followers of the charity on Instagram grew 954 per cent on launch day, and 10 per cent during the campaign. There were 1,300 visits to the #PainNoFilter web page.


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