Result
Campaigns reaching millions worldwide, including a paid advertising campaign and a global “Lace Up for axSpA” concept.
The challenge
Axial spondyloarthritis (axSpA) is an often invisible condition, and World AS Day needed campaigns that build empathy, encourage early diagnosis and equip patient organisations worldwide to take part.
Our thinking
For 2025 we developed “Lace Up for axSpA”, using the simple act of tying shoelaces as a powerful symbol of the daily struggles faced by people with axSpA — shaping and scaling an idea inspired by CEADE into a global campaign.
Earlier, the “Signs and Symptoms” campaign refreshed the identity and resources so patients and organisations everywhere could participate.
What we created
- —Campaign concept development
- —Logo refresh and website updates
- —Downloadable and editable resources
- —Social media assets, banners and toolkits
- —Paid advertising campaigns
- —Webinar on social media advertising for patient organisations
Results
The campaigns reached millions of people worldwide and strengthened support for the global axSpA community.