Reframing arthritis as a working-age health priority
/Overview
To mark Arthritis Australia’s 75th anniversary, Cube delivered a strategic communications campaign to challenge outdated perceptions of arthritis, highlight its impact on working-age Australians, and build momentum for increased research funding. Anchored in new national survey insights, the campaign brought these findings to life through compelling storytelling from a diverse range of lived-experience spokespeople, delivered via targeted earned media.
/Challenge
Arthritis impacts one in seven Australians and is widely misunderstood as a condition that only affects older people, however in reality 63% of musculoskeletal conditions occur in people under 65, contributing to significant economic and social burden. This misperception has contributed to chronic underfunding and limited public and government urgency. Arthritis Australia needed to shift the narrative and reframe arthritis as a national health priority requiring greater recognition and investment.
/Solution
Cube developed the campaign strategy and authored the survey questions for a YouGov study exploring Australians’ perceptions of arthritis. The research revealed a significant knowledge gap – with 63% Australians believing arthritis only affects people over 65. The campaign launched the findings as the lead media story, pairing the data with powerful case studies including Sharyce, a young woman unable to work due to Juvenile Idiopathic Arthritis, and Tayla, a young mother living with Ankylosing Spondylitis. Media was timed to coincide with Arthritis Australia’s 75th anniversary event at Parliament House, where there was a media opportunity to capture the ‘breakfast challenge’ where parliamentarians made breakfast wearing gloves that simulate what it’s like living with arthritis. Media outreach was supported by expert commentary and clear funding asks, including the need for a Medical Research Future Fund mission to help address the disease’s national impact.
Impact
Strong media uptake of data-led story
Survey findings provided new data, creating a strong national news narrative that led to coverage in prominent national outlets reaching key audiences.
Secured high-reach national coverage
Featured on 9News and news.com.au. Which syndicated across major metro publications, with a reach of 5.4 million.
Connected arthritis to national health priorities
Campaign messaging included statistics on arthritis related productivity loss and national economic burden – strengthening the case for increased government funding.
Humanised the issue through lived experience
Spokespeople like Sharyce and Tayla gave the data emotional resonance, driving empathy and awareness.
Reframed arthritis as a working-age issue
Stories and statistics combined to shift perceptions away from arthritis as an ‘older person’s’ disease.
Leveraged a key organisational milestone to build national momentum
The campaign aligned with Arthritis Australia’s 75th anniversary, using the occasion as a platform to amplify awareness and extend the conversation on a national scale which resulted in the Prime Minister attending.
TESTIMONIAL
Omico has built a strong evidence base demonstrating the impact of genomic profiling and precision oncology for Australians facing cancer, as well as its broader value to the Australian economy. Making sure that evidence is understood by clinicians, policymakers and the community is critical and Cube’s expertise, sector understanding and agile, multi-channel approach helped bring that to life in a clear and meaningful way.
Collaborating with Cube has been an immensely positive experience. Cube has demonstrated an excellent understanding of our goals and values, ensuring every aspect of the communications plan aligns with GSK’s mission. Their proactive approach in identifying opportunities and potential challenges has been a key factor in the success of our communications efforts. With meticulously planned execution of media engagements, the team’s professionalism, enthusiasm and creativity have exceeded our expectations, making them an indispensable business partner.
Working with Cube has been a remarkable experience. Like BeOne, they are a small team with big ambitions. Time and again, Cube has proven to be an effective, reliable, and responsible partner. They bring enormous energy, detail and innovation to every project and have helped BeOne achieve the highest goals and meet the tightest timelines. For every idea, they have a solution ready.
Cube has partnered with Biocelect managing the arrival of a COVID-19 vaccine to Australia and New Zealand. The team has worked attentively and collaboratively with Biocelect and the US team in managing the challenging pandemic and vaccine dynamics as they evolve. They have applied their strategic communication, crisis management and media skills to be pre-emptive and agile in preparing for and managing local media and political commentary. They are responsive, professional, a pleasure to work with and, like Biocelect, hardworking!
We brought Cube in as an external agency to support us with a communications initiative for one of our products in 2019. Now – I don’t know what I would do without them! They are no longer viewed as ‘the agency’, but integral to the Novartis team – as partners and strategic advisors. Now working across multiple portfolios, Cube consistently bring their high-level strategic insight, laser focus for detail, and deep expertise across the entire gamut of communications. I would highly recommend Cube to anyone looking for a nimble yet well-rounded agency partner.
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Reframing arthritis as a working-age health priority
Cube supported Arthritis Australia to deliver a strategic communications campaign to challenge outdated perceptions of arthritis, highlight its impact on working-age Australians, and build momentum for increased research funding. Anchored in new national survey insights, the campaign brought these findings to life through compelling storytelling from a diverse range of lived-experience spokespeople, delivered via targeted earned media.
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