Dale Webb (pictured), Chief Executive of the UK’s National Axial Spondyloarthritis Society (NASS), delivered a powerful message about changing the status quo. Reflecting on the historic acceptance of diagnostic delays—often as long as eight and a half years—Dale spoke candidly about the culture of resignation he encountered when he first joined NASS. “There was this sense that delay was inevitable, something to be tolerated. Our mission was to disrupt that narrative,” he explained.

From Canada, Brenda Delodder (pictured), Executive Director of the Canadian Spondyloarthritis Association, shared insights into how strategic partnerships have helped extend the organisation’s reach. By aligning with an existing national virtual training programme for general practitioners, her team was able to promote axSpA awareness without incurring additional costs. “It was an easy win,” Delodder said. “We gained brand recognition and access to a broad medical audience, simply by tapping into what was already there.”

Despite these efforts, she acknowledged a major hurdle: competing for attention in a crowded healthcare landscape. “We’re up against other serious and urgent conditions. It’s not easy to create a sense of urgency around a disease that is still relatively unknown,” she said. “That’s why public and professional education is so critical.”

Maranda van Dam (pictured), Chair and Founder of Axial Spondyloarthritis South Africa, brought a valuable perspective from a region where healthcare systems and access vary significantly. She spoke to the importance of cultural relevance in awareness campaigns and highlighted the need for tailored communication strategies. While resources developed in one country can often be adapted for use elsewhere, she and Dale both stressed that the underlying principles must be sensitive to local contexts.

Dale proposed that ASIF could play a central role in compiling an international repository of awareness campaigns—not necessarily to share visual assets, which may not translate across cultures, but to identify shared principles and strategies. “We need to understand what makes these campaigns effective, regardless of language or region,” he said.

The interactive nature of the webinar allowed participants to engage in meaningful dialogue, with many expressing enthusiasm for increased collaboration. “This is the whole concept of today’s webinar,” Nadia (pictured) said. “It’s about showcasing what’s being done and giving our members the opportunity to connect, share, and be inspired.”

As the discussion drew to a close, Nadia asked the presenters to identify the single greatest barrier to axSpA diagnosis in their countries. For Dale, it was the need to challenge entrenched beliefs and normalised diagnostic delays. For Brenda, it was carving out space in a crowded field of health priorities. Both agreed, however, that persistence and innovation are key to overcoming resistance and advancing change.