THE Brief
New name launch raising awareness and visibility across Scotland.
Arthritis UK appointed Orbit Communications to raise awareness of its new name and brand in Scotland following a UK-wide rebrand.
The campaign also promoted new research highlighting the scale and impact of arthritis, helping strengthen understanding of one of the country’s most common and misunderstood health conditions.
Our Approach
- Developed and delivered a targeted Scottish media campaign using Scotland-specific findings from UK-wide research to generate news coverage.
- Secured interviews, managed media enquiries and proactively pitched stories across national, regional and broadcast media.
- Provided journalists with compelling case studies, photography and expert comment from the charity’s Head of Scotland, drawing on strong media relationships.
Outputs & outcomes
The campaign generated more than 70 pieces of Scottish media coverage across print, online, radio and television.
We secured extensive coverage with the BBC and leading national and regional newspapers, significantly raising awareness of the charity’s new identity and research. Media organisations also amplified the campaign through their own social channels, strengthening Arthritis UK’s profile and advocacy voice across Scotland.
