To challenge Canadians and their health-care professionals to start the conversation about arthritis, we helped Arthritis Consumer Experts and The Arthritis Society co-launch a bilingual program: the National Arthritis Awareness Program. Integrating numerous arthritis organizations – under the slogan “Arthritis is Cured! (if you want it)” – we helped develop an arthritis diagnostic tool, debunk myths, raise awareness with the general public and encourage an informed dialogue.

Forty-five ambassador street teams delivered more than 100,000 brochures to Canadians in six cities. Social media activity supported the program’s stakeholder communications. We generated 20 feature stories, employed a multi-city office elevator advertising program and engaged thousands of health-care professionals at conferences.