The Arthritis Foundation (AF) embarked on a 5-year plan to raise awareness of the organization and its programs through a campaign known internally as Focus and was interested in an analysis of results of the campaign. Duffey Communications was retained to examine its national communications program and make recommendations regarding the Focus program and moving forward.

Duffey conducted research among internal and external audiences to determine what issues needed to be addressed and to measure the level of awareness in key U.S. markets. The observations and recommendations developed by Duffey were disseminated to all internal department heads and local chapter presidents.

The recommendations made by Duffey were unanimously adopted by the national board. In addition, increased awareness and an opening of "channels" among AF departments occurred.