Case Study: Arthritis Action boosts earned media reach with Brands2Life

Arthritis Action reaches 150 million people with Brands2Life

Arthritis Action, a charity supporting people with arthritis, faced the challenge of capturing earned media attention in a highly competitive health news landscape. They needed to position themselves as a thought leader and highlight the practical advice they offer, a task made difficult by their previous limited and sporadic coverage. To address this, they worked with the vendor Brands2Life on a public relations and earned media relations campaign.

Brands2Life's solution was to pivot from the charity's initial COVID-19 research data and instead analyze it through the lenses of the topical cost-of-living crisis and health inequalities. This approach, combined with regional case studies, created a compelling narrative. The campaign delivered an earned reach of over 150 million, secured in-depth regional BBC coverage, and generated an influx of media requests. For Arthritis Action, this significantly increased journalist awareness, positioned their CEO as a thought leader, and initiated a response from the key stakeholder, the Department of Health and Social Care.

Arthritis Action