Pfizer raises awareness of the Rheumatoid Arthritis nightmare via greyhealth Australia
Living with Rheumatoid Arthritis can be debilitating. Patients deal with hot and painful joints, zero energy, and the fear their condition is getting worse. Climbing out of bed is difficult. Getting dressed can be a scary thought. And leaving the house can be a daunting task.
To help raise awareness of this insidious disease, and encourage patients to talk openly with their doctor, Pfizer and greyhealth Australia have launched a new direct-to-consumer campaign, featuring TV, social and a patient support website.
The campaign highlights the common symptoms patients with Rheumatoid Arthritis experience, and empowers patients to talk openly about their condition.
Says Justin Shipway, senior brand manager, Pfizer: “Life can be really tough for patients with Rheumatoid Arthritis. The pain and suffering can occur on a daily basis, sometimes with no relief in sight. It’s really important for patients to stay in contact with their doctor and have regular conversations about lifestyle changes and treatment options that may help them manage their RA.”
Rheumatoid Arthritis is an autoimmune disease that causes pain and swelling of the joints. The normal role of your body’s immune system is to fight off infections to keep you healthy, but with RA your immune system starts attacking healthy tissue. Currently there’s no cure for RA, however treatments have improved dramatically over the past twenty years.
Cherie Davies and Ben Webster, joint creative directors at greyhealth Australia, said patients want to be understood.
Says Davies: “Most RA sufferers don’t look sick, but inside they are living a nightmare.”
Adds Webster: “Patients just want to know there are treatment options on the table that may make living with RA more bearable.”
If you know someone who is living with Rheumatoid Arthritis, encourage them to talk to their doctor about treatment options. One open and honest conversation can make a huge difference to someone’s quality of life.
Pfizer Senior Brand Manager: Justin Shipway
Pfizer Brand Manager: Dalia Saad
Agency: greyhealth Australia
Creative Directors: Cherie Davies & Ben Webster
Medical Writer: Samantha Young
Group Account Director: Jess Woodfield
Account Manager: Allie Foster
Managing Director: Charles Huntington
Production Company: Chimney
Director: Johan Polhem
DoP: Ben Shirley
Production Company Producer: Rosie Parker
Agency Producer: Mark Summerville
14 Comments
Nice insight into this crippling disease and well crafted Cherie & Ben
Nice one Chimney. Good insight into the hardship of many Aussies.
Strong & accurate visual representation of what rheumatoid disease is like.Hopefully raises awareness.
I actually started crying when I saw the ad this evening because my son and partner kind of sat up and realised that what I go through daily is ‘real’. He said, mum, is that what you feel like? Thanks for making people aware of our lives.
As soon as the ad started I knew that it was about RA. A truely accurate depiction of how it feels to live with RA. Thank you for bringing awareness of this chronic illness to the public. It is a lonely and isolating illness that no one can see but is so very real to the sufferer. When I need to explain my illness to others now I will refer them to the ad in the first instance.
I am glad- finally an ad to raise awareness for RA. Breast cancer gets lots, but of course, many people die from that. But even Osteoporosis gets more publicity-i have that too-but it is nothing compared to RA. People don’t realise that it’s an autoimmune disease, they don’t know the difference between RA and OA. RA is so painful and the pain is constant. I have tried everything available, EVERY drug, and none help. My feet are deformed so now i am walking on end of my tibia but i keep moving. People don’t really want to know about it. I don’t bother explaining anymore. It’s not their fault, they haven’t known about it unless a frien or one of their have it.
The real bummer aside from the unrelenting pain, is the tiredness and sufferers don’t look sick! What a sick joke. When i was diagnosed in 1998, there was no emotional support for this disease either. I was floundering but i was determined. I have a sense of humour. I go until i can’t, but there is no way i will stop moving, the best advice i ever received from a wonderful doctor. He worked with RA patients in a hospital in Ireland before steroids were used to treat it. If you sit and wallow, you seize up and it is worse, i think.
So i am relieved to see something on media about it, to raise awareness. Information about this disease, and all us sufferers, have been neglected and left behind for too long. Even though the ad is a good start, i hope there will be more information made available to tv viewers and other forms of media.
Thank you. What a terrific initiative…keep up the good work.
I have rheumatoid arthritis and was so happy to see this ad on TV! The ad is scary – but having this disease IS scary!
I particularly like how the thorns coming out of the ground continue as she walks out the door – it’s a reminder that drugs such as those produced by pfizer may help you lead a more normal life, but the condition is likely to always be there.
Thanks for the campaign. I see it and it hits home to me.
I wanted to add here that I have sero negative inflammatory arthritis which is grouped under RA but it means that I don’t test positive to Rheumatoid factor. This has meant it has taken me over 15 years to be correctly diagnosed and, given no doctor ever thought I was suffering RA, I have spent that long with NO treatment. I most frequently was told – ‘yes inflammation shows in blood tests but it “must just be a virus” so get some rest!’ Yeah great – that has of course meant NO treatment and joints have been incurring damage all that time and never did explain why this mysterious ‘virus’ knocked me senseless for months at a time – then went away and came back again! I now suffer permanently.
So please add to your campaign that there are over 100 Types of arthritis. GPs need better training too.
thanks Sue
Wow finally something that shows how I feel. I’ve only seen the ad twice but each time I just about cry , this is my life. I am going to show it all my family so they have some understanding. Thankyou and please show it more .
@Sue Smalldon
My wife has Seronegative RA, we have been extremely lucky to have been referred to an absolutely wonderful Rheumatologist who has taken great care of my wife. I hope you are in good hands.
Whilst I can’t say I “know how it feels”, I remember the times when my wife can’t stay awake enough to have a meaningful conversation.
Hopefully this raises the profile of RA, and is the start of a more sustained campaign.
A.
I am that woman in the TV ad video. RA appears to have been triggered by Ross River Fever Mosquito bite months in hospital home again bitten by 6 paralysis ticks in succession. The toxins believed to be the “trigger” for RA. Now my life is “pure pain” every hour of every day. That is my life. Every second of that clip is me on waking every single day. I have to lift my own legs off the bed to take my first painful steps as every joint is “on fire”. Extreme exhaustion. Extreme pain. Extremely unpredictable condition that is has taught me not to trust it ever. As a former Model for 10 years and Animal Rescue / animal carer 35 years I refuse to give up my life long work. Hundreds of animal lives are living testimony to my life long work. I refuse to give in. I refuse to give up. I still have my special needs dogs some old some abused and farm animals who’s lives were saved. It is an ongoing war between RA & me. I stop only when I can no longer walk or stay awake but after some sleep I am up and back to fighting against this brutal deadly disease that is doing its best to ruin my life. It will not ruin my life. It has changed my life. It will not ruin my life. I just will not allow it to win. I have learned to “live” with it. I don’t have to “lay down & die” because of it. No one really understands this condition only other RA sufferers victims like Ross River Fever no one understands that either as forums clearly show the other victims of these insidious Tropical Insect Air borne diseases can testify and sympathise with you. Only they understand the “World of Pain” in which we now all live. Our own “Planet of Pain”. Stay strong folks. It can attack our bodies but it cannot destroy “Strong Spirits & Souls” they are untouchable. We will survive!
Hi,
First off, I came across your site and wanted to say thanks for providing a great arthritis resource to the community.
I thought you would appreciate this helpful list of 13 RA life hacks, which helps RA patients make everyday tasks and pain management easier: http://www.healthline.com/health/rheumatoid-arthritis/life-hacks
Naturally, I’d be delighted if you share article on http://www.campaignbrief.com/2016/10/pfizer-raises-awareness-of-the.html , and/or share it with your followers on social. Either way, keep up the great work !
All the best,
Maegan
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Maegan Jones | Content Coordinator
Healthline
Your most trusted ally in pursuit of health and well-being
I was diagnosed of RA in 2009. I was put on Naprosyn and after some time i didn’t feel any different, so i started on a Natural Rheumatoid Arthritis Formula treatment protocol from RICH HERBS FOUNDATION (ww w. richherbsfoundation. c om), the treatment made a great difference for me, it effectively treated my Rheumatoid Arthritis and symptoms. The swellings, stiffness, fatigue and joint/muscle/body pains has subsided, I feel better overall than i have felt in years.