CLIENT

MEAF – The Middle East Arthritis Foundation (formerly Emirates Arthritis Foundation), the first musculoskeletal charity organisation to be established in the Middle East.

WHAT THE CLIENT WAS LOOKING FOR

Build hype around the World Arthritis Day and arthritis in general, raise awareness about Middle Emirates Arthritis Foundation (MEAF) and the campaign around World Arthritis Day, deliver Client’s key messaging to media.

THE STRATEGY

  • Organising a day of activities and workshops open to the public
  • Communicating ongoing news on behalf of MEAF by distributing press releases to Tier 1 media
  • Securing interviews with the MEAF board members and key doctors
  • Raising awareness about the event and arthritis through announcement pieces and educational features in the press