The Arthritis Movement
Inspiring seniors with Arthritis to get up and dance
The Arthritis Movement (formerly known as Arthritis Queensland) is a not-for-profit organisation dedicated to supporting Australians living with Arthritis through education, advocacy and community programs. Since 1976, they have championed for better outcomes for children and adults living with arthritis.
As part of a wellbeing initiative, The Arthritis Movement partnered with Queensland Ballet to launch Dance Moves, free online dance lessons designed specifically to help Queenslanders manage arthritis symptoms and encourage physical activity.
Brief
Cole Lawson Communications was engaged to deliver a strategic media relations campaign to:
· Promote the Dance Moves collaboration between The Arthritis Movement and Queensland Ballet.
· Inspire senior Queenslanders living with arthritis to explore dance as a form of fitness and wellbeing.
· Maximise media exposure across metropolitan and regional audiences.
Our Approach
Recognising that dance needed to be experienced, and just reported, we created an immersive campaign that brought the energy and emotion of Dance Moves to life.
1. Immersive Media Event
· Coordinated an onsite dance class at Queensland Ballet, inviting Dance Moves participants to learn from professional instructors.
· Her Excellency the Honourable Dr Jeanette Young AC PSM, Governor of Queensland (patron of both The Arthritis Movement and Queensland Ballet), attended and participated, creating a memorable media moment.
2. Targeted Media Invitations
· Invited major Queensland media to film the class and interview Her Excellency, Dance Moves participants, and representatives from The Arthritis Movement and Queensland Ballet.
· Ensured strong visual media opportunities and authentic senior voices for compelling storytelling.
3. Regional and Specialist Outreach
· Extended media outreach to health, seniors’ lifestyle, and regional publications in Queensland.
· Shared experiences of regional Dance Moves participants through interviews and case studies, ensuring their stories were represented even if they couldn’t attend in person.
4.Ongoing Media Engagement
· Continued pitching success stories and updates after the launch event to maintain momentum and broaden reach.
Results and impact
· Extensive National Coverage
o The Courier-Mail and Channel 9 attended on the day, with subsequent features in major titles including the Daily Telegraph, The Herald Sun, The Advertiser, Gold Coast Bulletin, The Mercury, The Toowoomba Chronicle, Cairns Post, Townsville Bulletin, Geelong Advertiser, NT News, and more.
o Coverage also appeared in senior and lifestyle outlets such as Go 55s, Senior Magazine, and New Idea.
· Sustained Media Interest
o Coverage continued beyond the campaign period, with further features on ABC.
· Nationwide Reach
o The initiative reached a potential audience of 28 million across metropolitan and regional Australia.
· Regional Engagement Success
o Dance Moves resonated strongly with people across South-East Queensland and regional centres.
· Increased Community Awareness & Participation
o The Arthritis Movement reported a surge in class enrolments, and overwhelmingly positive participants feedback, noting improvements in mobility, confidence and wellbeing.
The success of Dance Moves not only lifted awareness of arthritis support services but also set the stage for ongoing program expansion, helping Queenslanders discover the power of movement at any age.