Massage Envy Spa, an aptly-named chain that has been referred to as the Wal-Mart of the massage industry, has a niche market of customers who suffer from chronic pain and look to them for regular relief. The company zeroed in on this market when it partnered with the Arthritis Foundation and emphasized the potential for massage therapy to control and relieve arthritic symptoms. It echoed the many people with arthritis who say that massage therapy, whether it takes place in a physical therapy office or a spa, has been immensely beneficial for them in terms of relieving tension and easing sore joints and muscles as well as improving flexibility and circulation. Because arthritis is the United States' leading cause of disability and one of the most common causes of chronic pain, the brand was able to reach and assist the widest group of people possible with this focus.
The partnership spawned Healing Hands for Arthritis, a one-day event that started in 2010 and continues to occur on a yearly basis. Massage Envy generously gives $10 from every one-hour massage and facial to the foundation, collectively raising over four million dollars in a five-year span to fund research for an arthritis cure and provide valuable resources for sufferers (who make up 50 million American adults and 300,000 American children). The donations went to vital programs including juvenile arthritis camps for children with the disease, funded patient toolkits created specifically for newly-diagnosed patients, and supported advocacy for legislation to ensure that all sufferers of arthritis have access to health care and treatment.
Through strategic collaboration based on an overlapping goal of providing relief, comfort, and hope to those with arthritis, Massage Envy and the Arthritis Foundation managed to help individuals while raising awareness of their chosen cause on a larger level.
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