Arthritis Research Foundation: Warrior

Credits & Description:

The Power of Movement(http://powerofmovement.ca/Home.aspx) is Canada’s largest yoga fundraiser, but Lowe Roche wanted to bring meaning to the name. Not everyone understands how yoga and arthritis are linked. They wanted to show that doing yoga not only raises money for arthritis, but actually brings increased movement to arthritis sufferers as well.
In this campaign, Lowe Roche demonstrates yoga’s dual benefits by creating shapes of the human bone system using influential Canadian yoga instructors and dancers. Simply by doing yoga, we could ‘see’ parts of the body regaining the power of movement.
Arthritis affects someone you know. In fact, about in 1 in 7 Canadians are affected by this family of over 100 diseases, including Rheumatoid Arthritis, Ankylosing Spondylitis, Lupus and Juvenile Arthritis. It affects over 4.6 million Canadians – 3 million of them women; 26,000 of them children 18 and under, and is estimated to cost the Canadian economy $33 billion annually. The Arthritis Research Foundation works to raise funds for research into treatments and possible cures, for arthritis and associated autoimmune diseases.
Media: Print
Category: Public interest
Agency: Lowe
Brand: Arthritis Research Foundation
Geo: Americas, Canada
Bring your warrior pose to the fight against arthritis.
Advertising Agency: Lowe Roche, Canada
Creative Director / Art Director: Mark Mason
Creative Director / Copywriter: Jane Murray