The Concept
The core concept of the campaign was to emphasize the creative potential of individuals with arthritis. The idea was to showcase how art, in various forms, could be a powerful tool for self-expression, healing, and empowerment. By focusing on the artistic abilities of those living with arthritis, the campaign aimed to inspire hope and resilience.
The Creative Execution
The creative execution of the campaign centered around a workshop, creative posters, and its adaptations, a visually striking image of a hand, painted with vibrant colors. This hand represents the artistic expression and potential of individuals living with arthritis. The accompanying tagline further emphasized the campaign’s message of empowerment and shared experiences.
To reinforce the concept, the campaign included a call for submissions from individuals with arthritis to share their stories along with art. This interactive element encouraged participation and created a sense of community and support among those affected by the condition.
The Result
The visually impactful image and powerful messaging resonated with the target audience, inspiring individuals with arthritis to embrace their creativity and pursue their passions. The campaign also generated significant awareness of the Middle East Arthritis Foundation and its mission to improve the quality of life for those living with arthritis.
By focusing on the artistic potential of individuals with arthritis, the campaign challenged negative stereotypes and offered a message of hope and empowerment. The creative execution, combined with the call for submissions, created a platform for individuals to share their stories and connect with others facing similar challenges.
