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Lifesaving ARC launches next-generation medical science

We’re thrilled to have created a successful PR and social media campaign to help launch an exciting UK medical research initiative.

ARC 2.0 is the Animal Replacement Centre of Excellence, funded by our client Animal Free Research UK. A joint venture between the charity and the University of Exeter, it is based in the laboratory of Professor Lorna Harries. It uses animal-free research methods to tackle the chronic diseases of old age, while mentoring a new generation of ‘animal-free’ scientists.

ARC’s first PhD student, Laura Bramwell, will test the ability of existing drugs (already proved safe for human use) to rejuvenate ‘senescent’ human cells, kept alive in the lab. The accumulation of these cells, which release damaging chemicals into the body, is believed to be a major cause of chronic age-related conditions such as dementia.

Making the complex clear: our ARC infographic

As many of our clients would attest, an infographic can speak volumes – so we created one as part of our launch campaign for ARC 2.0.

Our infographic shows why animal free research is a safe, humane and viable way to cure the diseases of old age, and how ARC 2.0 will create a step change in science. “This is a new model for the future of medical research and 11 London have made it clear and engaging for a wider audience,” said AFR Chief Executive Carla Owen.

About 11 London

11 London is an advertising and communications agency, based in West London. We work in the areas of health and humanity - with organisations, brands or products that improve or prolong life. To learn more about 11 London, please contact:


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