Versus Arthritis: Making Acceptance Unacceptable

Versus Arthritis, a UK charity dedicated to supporting people with arthritis, launched workshops and online ads in the UK to encourage all of us to defy arthritis.

Campaign details

Brand: Versus ArthritisClient: Versus ArthritisAgency: M&C Saatchi

Executive Summary

Our industry loves nothing more than a barrier to tackle, an opinion to shift, an issue to resolve.

We're problem solvers. And the problems we find easiest are those where something or some belief sits in our way.

But in truth, many problems don't present that way.

Many have no concrete barrier, so much as a great big amorphous 'meh'.

Apathy... Indifference ... Whatever...

We're not talking negativity. Disapproval, dislike or denial give us something to get stuck in to.

The harder problem is...

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