It’s more than aches and pains…arthritis is a crippling disease. It is the leading cause of disability in the U.S.

Yet it is perceived as an old person’s disease.

The Arthritis Foundation, New York Chapter put a new face on arthritis at its annual fund-raising gala where it honored sponsors and donors.

To communicate the true story of arthritis and increase donations, the Foundation created a print campaign and a video montage that shows arthritis impacts all ages not just those of the aging.

Unveiled at the gala, the video montage displayed faces and people of all ages challenged with arthritis and asked the audience to learn more about the Arthritis Foundation’s mission and message.

The annual gala, where the campaign was showcased, exceeded fundraising goals by 20%.

The campaign was launched at the 2014 Annual Gala. Following this the video montage and print images of the faces of arthritis were featured throughout the Foundation’s materials and outreach efforts. These elements continue to be used into 2015.

The annual gala, where the campaign was showcased, exceeded fundraising goals by 20%. The contributions furthered research and helped continue the work of the Foundation.