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Arthritis affects more than 54 million Americans, yet it’s still widely misunderstood, with many of its conditions invisible to the people around them. With Arthritis Awareness Month in May as a key moment on the calendar, the Arthritis Foundation set out to do something bold: enlist artists in 13 cities to spark public attention through weekly found-art activations. The Foundation challenged BRG to bring this artist campaign to life, city by city.

How We Did It

• Found the right voices. Researched, vetted, and reached out to local artists in each of 13 cities across the country
• Kept it authentic. Built a strategic communications plan tailored to each artist’s individual style and social presence, so the campaign felt organic rather than manufactured
• Stayed close to the work. Maintained ongoing relationships with artists and the Foundation’s media team to keep every activation running smoothly throughout the campaign

The Impact

The campaign turned public art into a genuine driver of awareness, generating more than 546,000 media engagements and surpassing 3.7 million impressions driven by the artists themselves. On the ground, artists dropped more than 92 original pieces across all 13 markets, each paired with a card and QR code linking to arthritis.org. That blew past the original goal of 65 drops, a 42% increase that turned city sidewalks into an unexpected, far-reaching classroom for arthritis awareness.