DON’T donate to arthritis

Stuff we did: OOH + Social + Digital + DM

Contrary to popular belief, people don’t donate to causes. They donate to the hope that organizations behind the causes offer.

With that in mind, we didn’t ask people to donate to the Arthritis Society. We asked them to donate to creating positive outcomes for those who suffer from arthritis. Far more intriguing. Way more powerful. And substantially more effective.

When paired with non-traditional visuals of arthritis sufferers, this unique and intriguing message sparked attention and changed perceptions. We also got the exact opposite of what we asked for: Donations.

Don’t Read These Results

1,028

donations

$107,104

raised for a deserving cause

1

tear-filled launch meeting

100+

different types of arthritis
recognized