Edit: According to Google Analytics I've had a few hits from people Googling "arthritis" "New Zealand" etc. If you wish to join our Wellington-based Facebook group you can do so here. All welcome.
You may or may not be aware of the fact that I have ankylosing spondylitis; an autoimmune disease with a ridiculously long-winded, tongue-twister of a name, and a depressing list of symptoms and outlooks. AS is a form of arthritis that mainly affects the spine. I was diagnosed a number of years ago now, and had my first symptoms of it around age 12.
At some stage I will definitely write a post on my personal experiences as a juvenile arthritic, but today I'm just writing my opinion on this TV advertisement for Arthritis New Zealand, and their annual appeal week which finishes tomorrow.
This year is the first time I'd seen it, though according to the YouTube upload it was also used last year. A trio of NZ "celebrities" fumble around in bright orange, over sized gloves, attempting to demonstrate the restrictions arthritis causes its sufferers.
Firstly, the elements of this ad that I commend are as follows:
- The use of locally recognisable celebrities
- Featuring Geraldine Brophy, who has arthritis herself
- Having a TV advertisement in the first place
However, that's pretty much where my praise ends.
I knew what arthritis was even as a small child, even though I wasn't aware that my own Mum had it (I'm talking primary school age). I recall the term being commonly used throughout my early years among my peers, "Don't crack your knuckles, you'll get arthritis!" We may not have known the finer details of the symptoms or causes of the disease, but we were all perfectly aware that arthritis was pain inside the joints of a person's body.
I personally don't think that the general population needs any eduction as to what arthritis is, on surface value, which is all this ad really covers. I don't imagine there's anyone in the country who doesn't know of somebody affected by it, and therefore knows the basics of what it is. However for the majority of people it will be an elderly relative with osteoarthritis, which is incredibly common, affecting almost all of the elderly population; a progressive breakdown of the joints. Elderly are already considered old and slow, and if I didn't have my own experiences with a different type of the disease, then I imagine I'd be quite oblivious to the degree of pain these elderly people are suffering from.
I don't like the advertisement's focus on the physical restrictions of arthritis, and the emphasis on the hands. This point is all very well outlined in Helen's blog post here:
"For one thing, these ads have absolutely no mention of pain. Personally, I have almost full function of my hands, but that doesn't mean that they are not extremely painful. Yes, arthritis does sometimes make my hands fumbly. There are times when I can't do up zips or find using a knife and fork difficult but this is a minor irritation compared to the long list of other symptoms and difficulties that come with the disease..."
"Then of course there is the pain and the things that go along with constantly being in pain. Lack of sleep, inability to concentrate, general exhaustion and floods of emotion..."
"Too many people already think that arthritis is just something you get in your hands..."
Lastly, I am irritated by the missed opportunity that could have been provided by the young celebrities. Where was the "I'm Drew Neemia, and arthritis affects people MY AGE"?
I realise there are two separate issues that Arthritis New Zealand supposedly advocate: the plea for support in the form of donations, and the plea for support in the form of public awareness and understanding. I just absolutely believe that this campaign could have achieved both to a greater degree if more emphasis was put on the how and the who, rather than just the what.
