Result
51.3 million people reached in 2026, the most successful World AS Day to date.
The challenge
Axial spondyloarthritis is often invisible and widely misunderstood, and many people wait years for a diagnosis. The Axial Spondyloarthritis International Federation (ASIF) needed a campaign that its member organisations around the world could use each year to raise awareness, encourage earlier diagnosis and show support for people living with axSpA.
Our thinking
We gave every year a clear, human idea that people could easily take part in. “Leave Your Footprint” in 2022 invited messages of support from around the world, in 2023 we partnered with Yoga for AS on special Stretch and Move sessions, 2024 focused on signs and symptoms, “Lace Up for axSpA” in 2025 used the simple act of tying shoelaces as a symbol of daily challenges, and “Not Only Back Pain” in 2026 used patient stories to show that axSpA affects much more than the spine.
What we create each year
- —Campaign concepts, themes and key messages
- —Campaign logo and visual identity
- —Website and campaign pages
- —Toolkits and editable resources for member organisations
- —Patient stories and video content
- —Social media assets
- —Organic and paid social media
- —Webinars for patient organisations
- —Campaign management
Results
The campaign has reached millions of people every year, including over 48 million in 2023. In 2026, World AS Day reached 51.3 million people, more than double 2025, with 47 million video plays and 2.3 million engagements.
What we learned
A simple, personal idea that anyone can join travels further than any single campaign message.
Project gallery
