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Nearly 60 million Americans have some form of arthritis, but the umbrella of conditions can get overlooked for their often “invisible” presentations, pinpointing a need for greater education and awareness. During Arthritis Awareness Month in May, the Arthritis Foundation looked to launch a national initiative highlighting the green heart, a signature icon that has come to represent the Foundation’s brand and mission. The Foundation challenged BRG to build a high-impact digital campaign leveraging visual artists across the nation to bring the green heart to life through both social promotion and in-market activations.

The Green Heart Fridays campaign engaged visual artists as influencers in priority markets. Each Friday in May, artists created green-heart inspired pieces and placed them in public spaces for followers to find and keep. The inaugural program resulted in nearly 100 art pieces shared across the nation, with more than 540,000 social engagements and 3.7+M impressions across all artist platforms. The campaign not only increased public awareness of arthritis but also solidified the Foundation’s connection to the green heart icon.