20 Million Reasons
ARMA's strategy and shared message for MSK system change
20 Million Reasons is ARMA’s strategy for 2026 – 2031 and the shared message we are using to strengthen the voice of the musculoskeletal (MSK) community.
Why MSK health matters
It reflects the simple truth that MSK health affects 20 million people across the UK. Behind every number is a person trying to work, move, care, sleep and live well.
- More about MSK
Why ARMA matters
This is not a niche clinical issue or a normal part of ageing. It is a national health, social and economic issue that cannot be ignored.
- Who is ARMA?
Why ARMA matters
Through this strategy and shared message, ARMA is working with members and partners to ensure MSK health is recognised as a national priority and that the system changes needed to improve prevention, care and outcomes are delivered.
Why this matters
MSK conditions are the leading cause of pain and disability in the UK. They affect whether people can work, remain independent and participate fully in society. They are closely connected to healthy ageing, economic participation and inequalities in health.
Despite their scale and impact, MSK conditions have often been normalised and under-prioritised in national policy and service planning.
20 Million Reasons sets out how ARMA and its members will work together to change this by supporting:
- Greater recognition of MSK health as a national priority
- A stronger focus on prevention and early intervention
- Better neighbourhood and community based MSK care
- Improved access to timely and effective support
- Reduced inequalities in MSK health
- Better outcomes for people living with MSK conditions.
A shared message for collective action
20 Million Reasons is also a shared message designed to help the MSK community speak with greater clarity and impact.
By focusing on people and lives rather than statistics, the message helps strengthen understanding of why MSK matters and why action is needed.
It helps frame MSK health as:
- A national issue, not a niche specialty
- A human issue, not just a clinical topic
- A system issue, not just an individual problem
- A priority that affects millions of lives.
By using consistent language, ARMA and its members aim to build stronger recognition of MSK health and support the case for change.
Our role
As the UK alliance for MSK health, ARMA provides a platform for collective leadership and action.
Through 20 Million Reasons we will:
- Convene the MSK community around shared priorities
- Collaborate with partners across health, work and community systems
- Campaign for greater recognition of MSK health
- Strengthen the collective voice for change
- Support members to maximise their impact.
This reflects ARMA’s role to convene, collaborate and campaign to improve MSK health.
- More about MSK
Our priorities for change
Through this strategy ARMA has identified key areas where change is needed to improve MSK health. These form the focus of our policy work and partnerships:
- Prevention and public health approaches to MSK health
- Neighbourhood MSK health and integrated community services
- Tackling MSK health inequalities
- The role of MSK health in long term conditions
- Work, health and economic participation
- Better MSK care and outcomes.
Together these priorities form ARMA’s framework for improving MSK health through coordinated system change.
- Who is ARMA?
How we will deliver change
ARMA will deliver this strategy by:
- Publishing policy papers and practical recommendations
- Supporting collaboration across the MSK sector
- Convening partners to share learning and innovation
- Supporting national awareness campaigns
- Strengthening the collective voice for MSK health.
Through this work we aim to ensure MSK health is recognised as a foundation of a healthier and more productive nation.
Read our strategy
Using the 20 Million Reasons message
ARMA members and partners can use the 20 Million Reasons message to strengthen collective impact across policy, communications and engagement.
This shared language helps build recognition, consistency and momentum for change.
Campaign guidance and messaging resources are available for members.