'Behind the Smile' - an NRAS/ Lilly collaboration
Published: 26 Oct 2016
Earlier this year we partnered with Lilly pharmaceuticals to produce a film for World Arthritis Day 2016.
This awareness raising campaign aims to highlight what goes on “behind the smile” of those living with rheumatoid arthritis. A character named Jane, (young mum, wife and teacher) is featured in the main film then two further films contain commentary by Donna Saunders, NRAS Volunteer and Member and Professor Iain McInnes, Director Institute of Infection, Immunity and Inflammation and Consultant Rheumatologist, University of Glasgow.
The films aim to illustrate what goes on ‘behind the smile’ for someone with RA, what perhaps they are thinking or feeling and the outward veil they perhaps wear when asked “how are you today?” inevitably the answer is often “I’m fine”. We know that for people living with RA, the symptoms are not always obvious and Jane demonstrates this perfectly. The feedback we’ve received from both people with or without RA has been that it is a very emotive and thought provoking campaign
All three films were released on WAD 2016 and have provoked an overwhelming response across the world, with some heartfelt comments and words of thanks for putting this ‘out there’! With over 24,000 views in the first 24 hours and 46,000 views at the time of writing this, the Behind the Smile has certainly struck a chord. Take a look at the three videos.