Arthritis Foundation rebrands itself as 'Champion of Yes' for arthritics

ATLANTA - The Arthritis Foundation on Monday announced the launch of the first major rebrand in the organization's history, which focuses on the foundation's role as a Champion of Yes for the arthritis community.

 

More than a rebrand or website launch, this event serves as a milestone for the change the organization has undertaken to modernize the foundation, realign its strategic focus and create a community for those affected by arthritis, the association stated.

 

"It was important for us to create a brand that retains the tremendous amount of equity the Arthritis Foundation has built over the past 60-plus years, while at the same time modernizing the organization to provide greater value to those we serve," said Ann Palmer, president and CEO of the Arthritis Foundation. "This required us to re-evaluate our priorities and update our brand to reflect these values."

 

As part of the organization's larger move to focus on the areas of greatest impact to people living with arthritis, the Arthritis Foundation established four strategic pillars in 2014 – all of which tie to the new Champion of Yes brand. They are: Scientific Discovery, Help & Support, Advocacy & Access and Juvenile Arthritis.

 

Scientific Discovery: The Arthritis Foundation is championing the fight against arthritis by bringing the best talent and resources together—from around the world and across science, medicine and technology fields — in order to accelerate access to diagnostic discoveries, treatments and decision-making tools.

 

Help & Support: The Arthritis Foundation provides personalized information and support to guide those living with arthritis towards a customized plan for saying "yes" to more in life.

 

Advocacy & Access: The Arthritis Foundation is the only nonprofit organization advocating on behalf of patients with health insurers and at the state and federal government levels to make sure all people with arthritis have access to the optimal care that they and their physician believe will help them achieve their goals.

 

Juvenile Arthritis: The Arthritis Foundation recognizes the unique needs of children living with arthritis and related childhood rheumatic diseases – and their parents or care providers – and is committed to ensuring they have access to resources, information and care so that they can say "yes" to being a kid more often.

 

"A top priority for us is taking steps to increase the relevancy of the organization with a broader audience through our recent rebranding effort," said Sandra Mackey, SVP marketing and communications for the Arthritis Foundation who led an internal team of staff and volunteers through the rebranding effort. "By focusing on these four pillars, people with arthritis across the country will know that we are an organization focused on finding a cure and they have a partner in their personal fight against the disease."

 

The new brand rolled out April 29 after nearly a year of internal and external research and planning. Those affiliated with the Arthritis Foundation will notice not only a new logo, but a new, sleek website, www.arthritis.org, updated collateral materials, and a consistent look and feel across the Foundation's social media channels and marketing materials.