Pfizer and ghg Australia raise awareness of the RA nightmare


Living with Rheumatoid Arthritis can be debilitating. Patients deal with hot and painful joints, zero energy, and the fear their condition is getting worse. Climbing out of bed is difficult. Getting dressed can be a scary thought. And leaving the house can be a daunting task.

To help raise awareness of this insidious disease, and encourage patients to talk openly with their doctor, Pfizer and greyhealth Australia have launched a new direct-to-consumer campaign, featuring TV, social and a patient support website.

The campaign highlights the common symptoms patients with Rheumatoid Arthritis experience, and empowers patients to talk openly about their condition.

“Life can be really tough for patients with Rheumatoid Arthritis”, says Justin Shipway, Senior Brand Manager at Pfizer. “The pain and suffering can occur on a daily basis, sometimes with no relief in sight. It’s really important for patients to stay in contact with their doctor and have regular conversations about lifestyle changes and treatment options that may help them manage their RA.”

Rheumatoid Arthritis is an autoimmune disease that causes pain and swelling of the joints. The normal role of your body’s immune system is to fight off infections to keep you healthy, but with RA your immune system starts attacking healthy tissue. Currently there’s no cure for RA, however treatments have improved dramatically over the past twenty years.

Cherie Davies and Ben Webster, joint Creative Directors at ghg australia, said patients want to be understood.

Cherie said, “Most RA sufferers don’t look sick, but inside they are living a nightmare.”

Ben said, “Patients just want to know there are treatment options on the table that may make living with RA more bearable.”

If you know someone who is living with Rheumatoid Arthritis, encourage them to talk to their doctor about treatment options. One open and honest conversation can make a huge difference to someone’s quality of life.

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