Awareness campaign close-up: ARC targets back-pain sufferers

Organisation Arthritis Research Campaign Campaign Arthritis Education Week – Back to Fitness PR team In-house Budget £2,500 Date 4-8 January

Arthritis Research Campaign’s forthcoming awareness week, set to take place from 4-8 January, will carry a tagline of ‘Back to Fitness’.

The annual campaign exists to raise awareness of a particular type of arthritis – this year the focus is back pain – and will target sufferers with ‘encouraging, positive self-help messages’.

Chesterfield-based ARC is targeting the national, regional and local media with press releases flagging up the importance of exercise and keeping mobile for people with back pain.

The releases contain tips on how to combat back pain and offer access to case studies, experts and images.

ARC is also to promote a booklet on back pain via regional papers’ letters pages.

Meanwhile, its fundraising staff are targeting sports centres, encouraging them to hold fundraising events, and GPs’ surgeries, encouraging them to display promotional materials.

ARC is also working with Radio Lynx to get coverage on regional radio, and will record interviews on 5 January with ARC press officer Jane Tadman and academic physiotherapists.

‘The timing of our awareness week works well – there’s not usually too much hard news around in early January and there’s always media interest in exercise, fitness and self-help after the excesses of Christmas and the new year,’ Tadman said.

For further information call ARC on 01246 541107.

Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk

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