Arthritis UK launches The Arthur Tut

21 November 2025

Arthritis UK launches The Arthur Tut on TikTok to bust stigma and spark conversation and action 

Arthritis UK has launched a new TikTok challenge to raise awareness of the scale and impact of the condition which affects 10 million adults, young people and children in the UK, but is mistakenly commonly associated only with older people.

The dynamic dance challenge ‘The Arthur Tut’ aims to change the way we see arthritis, which is often misunderstood and dismissed as an older person’s condition, despite around 10,000 young people under the age of 16 living with juvenile idiopathic arthritis (JIA) in the UK.

Lynne Woolley, Head of Young People and Families Services at Arthritis UK, says:

“Too many children, young people and younger adults battle to get a diagnosis and the support they need as society thinks they’re ‘too young’ for arthritis. Many are left waiting in pain and feeling alone, which is where we step in to offer them the care, support and community they need to better manage their condition.”

The partnership with Digitas and TikTok brings together a unique collaboration between street dance choreographer Kieran Lai and physiotherapist Sophie Kyprianou. The challenge is a fusion of joint-friendly moves inspired by physiotherapy techniques to help mobilise joints and manage pain, and the TikTok dance trend of finger tutting. This approach is designed to engage young people, by signposting to evidence-based information and support in a place they often visit in a dynamic way that we believe will resonate with them.

Physiotherapist Sophie Kyprianou says:

"Managing mobility and pain in young people takes a very different approach to working with elderly patients, yet often everyone with arthritis is treated similarly. It was important for Kieran and me to work on fun, joint-friendly movements for this challenge. The dance is a creative interpretation of evidence-based, functional physiotherapy exercises, so people with joint pain can take part and adapt the movements.”

As well as the 10,000 children and young people under the age of 16 in the UK living with juvenile idiopathic arthritis (JIA), there are many more young adults diagnosed with arthritis whose experiences are often invisible. This can leave them feeling unable to ask for help, isolated and not listened to. In turn, the invisibility of their condition makes it harder to access a diagnosis and the treatment they urgently need, leaving them to manage symptoms like chronic pain, joint damage and fatigue alone.

Arthritis UK worked in partnership with agency Digitas to create and launch ‘The Arthur Tut’ on TikTok, with the aim of busting stigma and taboos about this often-misunderstood, debilitating disease.

Deborah Alsina, Arthritis UK’s Chief Executive, says:

“While we support thousands of adults, young people and children every year, we know there’s much more we need to do to make sure young people living with arthritis feel seen, supported and heard so they can live well now, while we work to find a cure in the future. That’s why this partnership with Digitas and TikTok is crucial in breaking down barriers and perceptions, while also putting our trusted health information straight into the hands of those who need it most.”

The challenge’s name was based on insight* which shows that people with long-term conditions often personify their condition to help them feel a level of control over their disease, with many people with arthritis referring to their condition as ‘Arthur’. With arthritis often being seen as an older person’s condition, or ‘something your Grandad might have’, the personification takes on a double meaning, with people asking, ‘who or what is Arthur?’ during the challenge.

Adding to the significance of the challenge’s name is the challenge’s catchy song, ‘Goodbye Mr A’ by The Hoosiers, a nostalgic UK hit written about losing the magic and wonder of youth. The track marries these themes with an upbeat melody, making it the perfect match for the challenge. While young people may not be able to ‘say goodbye’ to their condition, they can say goodbye to the stigma of having arthritis as a young person by naming it and challenging it.

The campaign was co-designed with people with lived experience and features Arthritis UK young ambassador Lucy Crane, who was diagnosed with arthritis as a teenager. She has documented her journey on TikTok, from feeling shame and stigma to now being an arthritis influencer, who advocates for others by encouraging followers to ask for the help they need.

Lucy Crane, Arthritis UK young ambassador, says:

“Arthritis is a hidden condition, often not hugely visible to the average person which can make it difficult for people to understand. My really big hope is that my TikTok challenges misconceptions and makes other young people feel seen, lets them know that there are many of us out there - that it’s not just them, they are not alone and support is out there.”

Arthritis UK is encouraging people of all ages and abilities to join the movement, by recreating the dance and get the challenge trending on TikTok and help shine a light on this devastating condition. As well as sharing the campaign content, Arthritis UK will also be sharing the stories of young people with arthritis, trusted health information to support people with arthritis and will bust the myths that make navigating their condition even more challenging.

Deborah Alsina, Arthritis UK Chief Executive, says:

“There is so much misinformation out there about arthritis and this can be a blocker to people being able to access early diagnosis and treatment that can be lifechanging. We are delighted to launch this important campaign and thank Digitas and TikTok for their support in helping our progress towards a future free from arthritis.”

Sammy King, TikTok Creative Consultant Lead UK, said:

“TikTok for Good Launchpad is all about supporting bold, creative ideas from not-for-profits that can make a real social impact. We loved the energy behind ‘The Arthur Tut’, it’s fun, collaborative, and importantly gives young people a way to connect, express themselves, and open up conversations about arthritis in a way that’s authentic to the TikTok community."

Notes to Editors

• TikTok for Good Launchpad helps charities develop campaigns and was launched in the UK last year. Arthritis UK is one of the first charities to have scooped this prize.
• There are over 10m people in the UK with arthritis, an umbrella term for a range of conditions.  
• Juvenile Idiopathic Arthritis (JIA) refers to a group of arthritis conditions that present before children are 16 years old. Although JIA is a diagnosis given in children under 16 years old, this remains your diagnosis into adulthood. JIA are autoimmune conditions where the immune system attacks the body. There are different types of JIA, and the severity of the condition varies depending on the type.  
• The Young People and Families Service (YPFS) at Arthritis UK offers support to children, and parents of children, living with arthritis. YPFS offers one-to-one support, local events, digital community platforms and practical advice. 
• There are 20.8 million people living with MSK conditions in the UK, 600,000 of these are young people under the age of 20.  
• *Research on positive effects of personifying chronic illness https://pubmed.ncbi.nlm.nih.gov/36315968/  

About Arthritis UK

Arthritis UK is the leading arthritis charity, changing lives through research, campaigning and support. 

Over 10 million adults, young people and children in the UK live with arthritis. That’s one in six of us living with the pain, fatigue, disability, mental and financial strain it can cause. Many more live with arthritis but remain undiagnosed, untreated and unsupported. 

We know the impact of arthritis can be huge, affecting the ability to work, care for family, move free from pain and live independently. Yet for a condition affecting so many, it’s poorly understood and far too little is done. That’s why we invest in life-changing research into better treatments, support people through the daily challenges of life with arthritis, and campaign on the issues that matter most to people living with it. 

At Arthritis UK, we won’t rest until everyone with arthritis has access to treatments and support they need to live the life they choose, with real hope for a cure in the future. Find out more at: www.arthritis-uk.org 

Arthritis UK. For a future free from arthritis.  

About Digitas

We are Digitas – the connected experience company blending creativity, data and technology to redefine how the world experiences your brand in the Intelligence Age.

Born from the digital truth, our name is a combination of ‘digital’ and ‘veritas’. The truth is that change is the only thing that doesn't change, and if you’re not moving forward, you’re moving backwards. That’s why we blend our capabilities to help organisations to:

• Reimagine how they connect with current and future customers
• Reinvent how their brand is experienced through paid, owned and earned media
• Reengineer digital platforms for modern consumers
• Reshape their people and business to thrive in an ever-changing landscape

Beth Clark, Senior Communications Manager, Digitas UK, beth.clark@publicisgroupe.com