Successful arthritis TV & radio campaign

More than 16 live TV and Radio interviews were conducted with high profile Rheumatologists in the UAE, Qatar, Oman, Saudi Arabia, Bahrain and Kuwait. The interviews received enormous amounts of feedback from the public; approximately 78 callers telephoned the live shows to ask questions, voice their opinions and highlight their experiences with arthritis.

"I think the best way to help people that suffer from debilitating diseases such as arthritis, is to educate them on their condition, in addition to educating the people that they live and deal with on a daily basis," says Dr. Bassel F. Darwish, Specialist Physician and Rheumatologist, Welcare Hospital Dubai.

"I was surprised at the amount of feedback we received while I was on air. The majority of callers were eager to learn how they can support those people close to them who suffer from the condition."

The educational initiative, led by Wyeth Pharmaceuticals, was organized in support of World Arthritis Day (WAD), which falls on October 12th every year.

The theme for this years WAD is "small things matter", it focuses on the day-to-day challenges of the people that suffer from Rheumatoid Arthritis (RA). The main objectives of the campaign were to highlight the different types of Arthritis along with the significant disease burden and its crippling effects on the quality of life of its sufferers.

Rheumatoid Arthritis is a chronic disease that affects around 0.5 - 1.0 percent of the population, and three times as many women as men. It is an inflammatory disease, in which the body's immune system attacks the joints, in the hands, knees, elbows, and ankles and the surrounding soft tissues, with potentially crippling consequences.