Don’t Donate
to Arthritis

THE CHALLENGE
Too often, people think arthritis is just stiff joints or a natural part of aging. The truth is it dramatically impacts the quality of life for millions of Canadians – people of every age, from every walk of life. And because of the misconceptions around the disease, Canadians are overlooking the Arthritis Society when it comes time to making a donation. So, in order to increase donations, we needed to change the conversation and the face of arthritis. 

THE SOLUTION
To get Canadians to consider donating to the Arthritis Society we hit them with an unexpected message – Don’t Donate to Arthritis. Instead, donate to real people who live with this debilitating disease. We introduced four Canadians living with arthritis – on social, digital and billboards across Canada – to show the real face of the disease, and how it impacts their daily lives.  

THE RESULTS 
We educated Canadians, changed perceptions, started conversations, and helped raise more money than ever before.