The Arthritis Movement
Launching the world's first AI-powered arthritis companion
The Arthritis Movement (formerly Arthritis Queensland & Arthritis New South Wales) is a not-for-profit organisation dedicated to supporting Australians living with arthritis through education, trusted information, advocacy, and community programs. Since 1976, they have championed better outcomes for both children and adults affected by arthritis while working to empower individuals, raise awareness, and improve quality of life across Queensland and New South Wales.
Brief
With 3.71 million Australians suffering from arthritis, managing the condition often means juggling regular doctor visits, multiple medications, and persistent pain. But what if there was a way to put the power back in the hands of patients? The Arthritis Movement saw an opportunity to innovate. Clara was born from this insight - a revolutionary AI-powered companion designed to help people take control of their condition, curb their pain, and reclaim their daily lives.
Launching the world first-of-its-kind AI health app meant more than just going to market. It required strategic storytelling, trusted endorsement, and national visibility to cut through scepticism and build confidence fast.
Our Approach
Cole Lawson worked closely with The Arthritis Movement and their partners to develop a phased launch plan. It included soft-launch testing with internal audiences and arthritis community members, followed by a full-scale media campaign.
Our messaging positioned Clara as a safe, trusted and free alternative to Dr Google, offering verified, expert-backed guidance that empowers users to manage their condition with confidence. To strengthen credibility, we sought health professional endorsement and emphasised Clara’s unique privacy-first model and evidence-based content.
We shaped a compelling news story for national broadcast media, built tailored outreach lists, crafted media kits, and delivered a comprehensive PR push timed with the app store release. A patient living with arthritis was engaged to demonstrate Clara’s features and show real-life impact.
Results and impact
Within 24 hours of launch, Clara became the #1 Health & Fitness app in Australia. Early media coverage drove a surge of activity:
· 6,342 first opens recorded in the first 24 hours
· 7,758 total app opens within the first two days
· Over 110 pieces of earned media coverage across national, health, tech, and lifestyle press
Media coverage highlights included:
· Sunrise segment featuring Clara in action
· Coverage in national channels such as 7NEWS, 9News, 2GB, 4BC, River 94.9 FM, The Age, The Sydney Morning Herald
The Clara campaign succeeded because it was built on insight, urgency, and trust. The media wanted a feel-good health story rooted in innovation. Clara delivered that, alongside real-world impact and accessible tech. Our integrated approach, from story development to health expert validation, helped position Clara not just as an app, but as a trusted digital companion for Australians navigating life with arthritis.