We are Arthritis UK

In the UK alone, more than 10 million adults, young people and children live with arthritis. What’s more, many others live with arthritis but remain undiagnosed, untreated and unsupported.

This must change. That’s why at Arthritis UK, we invest in life-changing research into better treatments, campaign on issues affecting people with arthritis, offer training to healthcare professionals and support people through the daily challenges of life with arthritis.

But in 2023, when we were still called Versus Arthritis, we suspected we had a problem – rather than acting as a rallying cry, our name and brand was a barrier. Preventing us from reaching the people who most needed our support. So in October 2025 we relaunched as Arthritis UK – new name, new look, same vision: a future free from arthritis.

Launching a rebrand to new and established audiences while improving understanding of who we are, what we do and why it matters was expected to be challenging. Especially when needing cut-through on social media. And this is where film came in. Because film allows you to quickly bring your new brand to life, present a unifying narrative and create excitement. Which is exactly what we did with ‘We are Arthritis UK’.

The result was an energising film that grounded strategy in storytelling, launching our rebrand across Arthritis UK’s social channels in a clear and compelling way. Ensuring that our launch landed with impact from day one.