Arthritis Care approached us to develop a volunteer recruitment campaign for Scotland. The aim was to alter the perception of Arthritis as an affliction of the elderly and to attract a broader range of people into the volunteer programme. We worked with photographer Brian Sweeney on a series of images that focus simply on areas of the body affected by the condition. The striking images combined with a powerful call to action evoke a sense of support and caring. After the success in Scotland we were asked to roll-out the campaign across the UK. This has also lead to the development of material beyond the volunteer drive, allowing us to look at the broader communication of the charity.