Social venture Arthr selects Diffusion

Arthr, creator of beautifully designed products for people with arthritis, has enlisted Diffusion to spearhead an awareness driving campaign.

The social venture, which is powered by leading UK arthritis charity Versus Arthritis, is determined to remove the stigma and embarrassment many people living with arthritis feel by designing and creating stylish, functional alternatives for a market inundated with poorly designed, unattractive products.

Our campaign will focus on building the Arthr brand during its milestone one-year anniversary, with the aim of building mainstream brand awareness. The campaign comprises an integrated creative campaign to mark World Arthritis Day, teaming up with former Strictly Come Dancing professional dancer, Joanne Clifton, who herself was diagnosed with the most common type of arthritis in the UK, osteoarthritis. The creative campaign is underpinned by an ongoing press office programme of product reviews, gift guide placement, thought leadership, and consumer features.

Arthr was born from the belief that people living with arthritis deserve well-designed and attractive products that help to make the everyday easier. A joint condition that affects over 10 million people in the UK, arthritis can develop in people of all ages, young and old.

With the last 18 months of lockdowns and poor remote working conditions having contributed to an increase in back, neck and shoulder pain for many people working from home, Diffusion’s campaign will dismantle the stigmas often surrounding arthritis. The campaign will seek to normalise the condition through communicating how arthritis affects people in different ways and at different life stages.

Bobby Watkins, Managing Director at Arthr, commented: ‘We are thrilled to be working with Diffusion to raise awareness of the Arthr brand with the launch of our first integrated creative campaign to mark World Arthritis Day. We wanted an agency that was passionate about tackling important issues and understood how to take a brand like Arthr to the mainstream. Diffusion really understood our purpose and what we were looking to achieve. Their proven track record in delivering both strategic and creative campaigns, as well as understanding the important issues we want to address as a brand, really impressed us.’

Natasha Cobain, Director and Head of Consumer at Diffusion, added: ‘Arthr is an important social venture that is on a mission to improve everyday living for those with the condition. As a brand they are looking to transform their category by providing products that people with arthritis can feel proud to use, removing the embarrassment that is often associated with many arthritis products on the market. By using our extensive experience in developing and executing high-impact campaigns that emotionally connect with the consumer audience, our campaign aims to build awareness of Arthr and its mission, reaching and engaging emotionally with wider generations of people with joint issues.’