- Campaign Creative Concept
- Content Production
- Online Distribution Strategy alongside TV advertising
- Case study management
Summary: Shape History were commissioned by Arthritis Research UK (now Versus Arthritis) to create a beautiful and compelling social media campaign to complement their TV advertising, raising awareness of those with the disease being unable to speak openly with their family members, for risk of worrying them.
Emote: We personified the issue, using two real arthritis sufferers from two different backgrounds. In their own words, they spoke of how they struggled to share their feelings with others. What they didn’t realise was their family was listening in from the next room, providing genuine reactions to the things they were saying. In the end we reunited them for a powerful ending message.
Educate: Through the sharing of experiences, the issue was approached in an educational but contextual way. The two individuals could speak, free of judgement and stigma and educated audiences of the real impact the condition can have. The video pointed directed watches to the website, where they could engage with further education. The video also directly combatted the stigma around arthritis, dispelling myths and providing information on how families are affected.
Action: Audiences could share the video across social media, gaining traction and building awareness.
Result: The video launched across social media channels and racked up over 330K views on Facebook alone, with a further 2.7K shares.
Summary: Whilst Arthritis affects over 100 million people in the UK, it is an invisible disease that is commonly misunderstood. Shape History was commissioned by Versus Arthritis to create an emotive video piece, in the form of a social experiment that raises awareness as to the complex nature of living with the condition. We invited four individuals to talk openly about someone close to them that is living with arthritis; a brother, daughter, husband, colleague. Unbeknownst to the interviewee, the individual close to them was listening in. Each pair was then reunited and engaged together in a candid and personal discussion on how arthritis affects their lives, foregrounding common misconceptions and revealing just how challenging it can make life, right down to the most ordinary daily tasks. The video serves to reinforce the real need for people to better understand arthritis and the serious implications it has on such a large number of lives.
Results: At the time of writing, we received 340K Facebook views, along with 3,300 shares. There were also 417 comments which included a high volume of people sharing their personal stories living with arthritis and expressing their support for the campaign.