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Lilly and NRAS launch arthritis awareness film campaign

Pharma firm's ‘Behind The Smile’ initiative coincides with RA awareness week

Behind The Smile

Eli Lilly and the National Rheumatoid Arthritis Society (NRAS) have launched a film-led disease awareness campaign in the UK for rheumatoid arthritis.

The film - called Behind The Smile - coincides with rheumatoid arthritis (RA) awareness week and encourages patients to talk to their healthcare professionals about their struggles and how the disease impacts their life.

Some 23 million people worldwide suffers from RA and recent research from Lilly shows 60% of participants don’t feel the emotional impact of the disease is understood by those around them, and 49% of participants felt that others struggle to understand the physical impact of the disease.

Clare Jacklin, director of external affairs at patient group NRAS, said: “This short film aims to illustrate what goes on ‘behind the smile’ for someone with RA and what they truly may be thinking of feeling beneath the outward appearance of coping.”

“The film aims to encourage those with RA to open up to those around them including family and work colleagues as well as importantly to have an honest conversation with their doctors or nurse about how the disease truly impacts their everyday life so healthcare professionals can help provide the best care.”

The survey of 1,250 people with RA and 65 HCPs also found that over half (55%) of people with RA feel the disease negatively affects relationships in terms of inclusion in family or social events.

Meanwhile, 28% of suffers said that their disease forced them to go on long-term leave or retire, and nearly a quarter (23%) felt that their career progression had slowed.

Dr Greg van Wyk, senior medical director at Lilly, said: “The RA Matters survey revealed that our lack of understanding of the physical and emotional impact of RA and how it makes people with RA feel still remains a barrier to improving the lives of those living with this disease.

“At Lilly we want to understand and listen to the challenges that face people living with RA and we are committed to working in partnership with the rheumatology community to help people better manage their disease.”

Article by
Gemma Jones

21st June 2017

From: Marketing



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