The Arthur Tut

Over 10 million people in the UK live with arthritis, and plenty of them are young. The pain is hard enough, but the idea that it’s “an older person’s condition” really doesn’t help.

So who’s Arthur?

He’s not real; he’s the name many people give their arthritis to make it easier to talk about and easier to challenge.

To mark the launch of Arthritis UK’s new branding, developed with TikTok for Good Launchpad, the Arthur Tut was born. Working with our ambassador Lucy Crane, we created a dance challenge to tackle the stigma around arthritis, highlight how the condition affects young people, and reimagine physiotherapy in a way that’s engaging and fun. After all, Lucy might not be able to ditch her arthritis, but she can definitely take on the stigma.

By mixing finger-tutting, a classic British rock track, physiotherapy, and a Britain’s Got Talent choreographer, we created a fresh, fun way to get people talking about youth arthritis.

The Arthur Tut shows that young people get arthritis too, and they’re more than ready to put “Arthur” in his place.

For this project, I worked as the Senior Designer, shaping the campaign’s visual direction in close partnership with the Art Director Mimi Chan. I led the development of the visual design and illustration style, produced campaign assets including video and static content for Arthritis UK’s website, and edited the TikTok versions of the campaign film, adapting them with platform-native tone and motion graphics.

Awards

Click here for full credits and to read Creative Salon featuring Cannes Lion 2026 entries.

Best Social Campaign at the Third Sector Awards.