Red Health got creative to bring the morning stiffness associated with Rheumatoid Arthritis to life in the most graphic way. 

Many people with Rheumatoid Arthritis have their lives significantly impacted by stiffness, pain and other symptoms experienced in the morning as their joints ‘freeze up’ over the course of the night.

Red Health used ice to conceptualise the ‘freezing’ of joints and fronted Mundipharma PR activities at the European League Against Rheumatism meeting in Rome. This included a show stopping exhibition stand with ice wall and sculpture and a novel media briefing using ‘morning’ items frozen in ice to help demonstrate the barriers stiffness and pain are to carrying out routine morning tasks.

All activities were backed up with solid research from 11 European countries, digital and other media resources and support from leading disease experts.