City-size multimedia campaigns

The Arthritis Society runs an annual campaign featuring large scale out-of-home materials like billboards and transit shelters supported by an online campaign of pre-rolls, traditional digital ads, and GDN materials. The goal is not only to raise support and donations, but also to encourage people to get checked for early symptoms of arthritis.

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The main campaign with supported with a multi-faceted social media campaign. These social media executions were used to test various other concepts, and to make more specifically targeted materials for reaching more specifically relevant demographics.

A range of concepts were deployed, and statistics collected on which materials had produced the greatest response.

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Wilder Institute