We RA Priority
Campaign films for online and social for Galapagos Biotech and NRAS
Rewriting the RA Story
Rheumatoid arthritis affects hundreds of thousands across the UK. Yet it remains one of the country’s most misunderstood conditions—often invisible, often overlooked.
Galapagos Biotech, in partnership with the National Rheumatoid Arthritis Society (NRAS), set out to change that. The We Are A Priority campaign (WRAP) was created to give voice to people living with RA and reframe public perceptions of what life with this condition can really look like.
Blonde worked with healthcare communications agency akt health to bring this story to life. Blonde created all the film content for the campaign launch and in time for RA awareness week. To capture real people, real experiences, and real impact.
A Launch That Leads with People
We were tasked with creating a series of films for online and social that would introduce the WRAP campaign to the public and healthcare professionals alike.
The centrepiece: a dynamic launch film featuring people of all ages, genders, and professions—a singer, a life coach, a police officer, a mother—all living with RA. Each story unique. Each voice vital. Collectively, they challenged assumptions about what RA looks like, and what’s possible while living with it.
A powerful endorsement for the campaign
Alongside this, we filmed a conversation with actress Claire King—best known for her work on Emmerdale—who shared her personal connection to the condition and why she’s supporting the WRAP campaign.
Multi-Channel, Multi-Voiced
The content was designed for flexibility—used across the campaign’s digital platforms and shared by NRAS on social, reaching patients, carers, clinicians, and policy makers.
These weren’t just films. They were human portraits—crafted to build empathy, spark conversation, and demand attention for a community too often left unheard.
Impact That Resonated
The campaign didn’t just start conversations—it won recognition. WRAP was awarded Excellence in Multichannel Communications at the prestigious Communiqué Awards. RA may be invisible to some. But now, the people living with it are anything but, this campaign has given a voice to the unheard.
| We R.A. Priority was an impressive, creative campaign that effectively reached its audiences… with great patient engagement and really strong stakeholder support. The campaign delivered great results. | |
