Approximately 20 million people around the world suffer from rheumatoid arthritis (RA), an autoimmune condition that manifests through joint pain. The disorder can also affect the lungs, heart, and nervous system and impacts patients’ well-being, making it difficult for them to perform daily activities. With no cure in sight, many RA sufferers adopt holistic approaches to help manage the symptoms of the disease.
Medical treatment, therapeutic approaches, and lifestyle changes can reduce the symptoms and slow the disease’s progression. Art, as a form of therapy, can also work in improving RA patients’ mental and physical state. A pilot study even concluded that “Art is an equally effective therapeutic intervention to conventional therapy for the enhancement of hand functions, self-perception, and quality of life in patients with RA.”
To raise awareness about its free medical and therapeutic programs, the Government of Chile launched a campaign inviting RA patients to benefit from clay therapy. Eventually, the results of their work became part of the project. Developed in partnership with VML agency and award-winning studio Punk Robot, the “Don’t Stop Motion” film spotlights resilience, creativity, and the importance of not giving up.
The animated short video follows the story of a crafts teacher who lives with the RA condition. Despite the challenges that come with the disease, the teacher draws strength from her students, keeping herself motivated not to give up.
The story becomes even more emotional when the audience learns how the characters portrayed in the video came to life. By actively engaging RA patients in the project — both in the creation of the clay characters and the filmmaking process — the patients not only exercised their joint mobility but they also boosted their well-being at the thought that their work is featured on the big screen.
“Through initiatives like ‘Don’t Stop Motion,’ we promote creativity and meaningful content, developing campaigns that connect and generate real change. Our goal is to raise awareness about a disease that, with early diagnosis, has a favorable prognosis for the 100,000 people it affects in our country,” commented Montserrat Bauza, Marketing Director, Government of Chile.
The campaign video was launched in the presence of RA patients, support groups, and healthcare professionals, being shared on specialized platforms and primary care centers. The project targets patients and healthcare professionals but it’s also available to the general public. Serving as a powerful call to action, the campaign champions perseverance, working as a reminder that people should keep pushing ahead no matter the challenges they face.
CREDITS
Brand: Government of Chile
Agency: VML Santiago
