The Campaign For the Media

About the ad campaign

Developed in partnership with the Arthritis Foundation and Ad Council, the Fight Arthritis Pain campaign focuses on reaching adults 55+ who are currently living with or are at risk for osteoarthritis and empowers them to take simple steps that can change the course of the disease and improve the quality of their lives.
Through dancing in grocery store aisles, simple iconic depictions, and move-time radio where arthritis is whirled, twirled, flipped, dipped, shimmied, shook and boogied, the Fight Arthritis Pain campaign demonstrates that "moving is the best medicine." In addition, the PSAs and campaign resources direct audiences to visit this new Web site where they can learn how to reduce pain, increase mobility and slow arthritis progression.
The Arthritis Foundation and the Ad Council want to increase the public's awareness that there are simple steps everyone can take to prevent and decrease the pain and disability of osteoarthritis. This new PSA campaign features fun ways that people can integrate movement into their lives.

About osteoarthritis

Expanding waistlines, inactivity and an aging population are contributing toward an arthritis epidemic that will impact the lives and wallets of all Americans. Already the nation's most common cause of disability, the impact of the disease is yet to be realized. Nearly one in five U.S. adults (46 million people) has arthritis and an estimated 67 million people will be affected by 2030.
Osteoarthritis (OA), the most common type of arthritis, currently affects nearly 27 million people in the U.S. Moreover, because of the link between osteoarthritis and inactivity, more than half of adults with diabetes or heart disease also have arthritis, and these numbers are expected to increase as rates of osteoarthritis skyrocket.

DID YOU KNOW:

• Arthritis is not only a disease that affects the elderly. Symptoms of osteoarthritis can begin as early as age 40 and progress slowly.
  
• Being overweight and physically inactive can increase your risk of developing osteoarthritis by two-thirds in your lifetime.
  
• Even small amounts of weight loss and physical activity can decrease the pain and disability of osteoarthritis.
  
• For every one pound of weight loss, there is a four-pound reduction in the load exerted on each knee.
  
• Physical activity keeps joints flexible and maintains or improves muscle strength.
  
• Osteoarthritis typically affects only certain joints, such as the hips, hands, knees, low back and neck.

FOR ADDITIONAL CAMPAIGN INFORMATION, PLEASE CONTACT:
Carol Galbreath
Vice President, Public Relations
Arthritis Foundation
National Office
1330 West Peachtree Street, Suite 100
Atlanta, GA 30309
cgalbreath@arthritis.org
Phone: (404) 965-7595
Cell: (678) 595-5454
Fax: (404) 872-8694
www.arthritis.org
OR
Allison Mantz
Assistant Campaign Manager
The Advertising Council, Inc.
1203 19th Street, 4th Floor
Washington DC 20036
amantz@adcouncil.org
Phone: (202) 331-9153
Fax: (202) 331-9790
www.adcouncil.org
TO ORDER ADDITIONAL CAMPAIGN MATERIALS, PLEASE CONTACT:
CI-Group
10 Salem Industrial Park
Whitehouse, NJ 08888
AdCouncil@ci-groupusa.com
Phone: (800) 933-PSAS (7727)