The Arthur Tut: A movement to change the way the world sees arthritis

10 million people in the UK live with pain, fatigue and disability caused by arthritis. Despite its reach, it’s still a condition which is misunderstood and stigmatised affecting people’s ability to access treatment and support.

One challenge is arthritis remains culturally defined as a condition of old age. Yet it can affect people of any age, including many thousands of children and young people.

The data is stark: only 40% of UK adults recognise that arthritis can affect those under 16. This isn’t just a perception issue; it leads to isolation, delayed diagnosis and reluctance to seek support.

In November 2025, following a successful organisational rebrand, Arthritis UK set out to challenge these harmful perceptions and reach more young people in desperate need.

Working with agency Digitas UK and supported by the TikTok Launchpad scheme, we created a powerful movement for change - The Arthur Tut.

The Arthur Tut campaign was built around TikTok’s native culture, not adapted to it. It enabled young people with arthritis to take ownership of their condition and be seen vibrantly on platforms they already use to express themselves.

A dance challenge co-created with an influential TikToker choreographer and physiotherapist, launched through a young ambassador and set to a culturally resonant track, turned prescribed physio into participatory content. Creators acted not as amplifiers but as co-authors of a health advocacy message.

The results were astonishing: 34 million UK impressions and +22% change in awareness. Critically, it gave young people the recognition they deserve.