PURE ONE has announced its support for the national #WearPurpleForJIA campaign, raising awareness of juvenile idiopathic arthritis (JIA), a condition that affects thousands of children and young people across the UK.
The campaign, organised by NRAS, takes place annually to increase understanding of JIA and to support those living with the condition. This year’s campaign will be marked on Friday 22nd May, with individuals, families and organisations encouraged to wear purple and show their support.
For PURE ONE, the campaign carries a deeply personal significance.
Founder and CEO Wesley Baker’s son, Thomas, was diagnosed in 2017 with systemic JIA, a severe form of the condition that can affect the entire body, not just the joints.
“JIA is something that changed our lives as a family,” said Baker. “Until it happens to you, you don’t fully understand the impact it can have on a child and those around them. Supporting this campaign is something very close to our hearts.”
Juvenile idiopathic arthritis is one of the most common chronic conditions in children, yet awareness remains relatively low compared to adult forms of arthritis.
Systemic JIA, in particular, can involve not only joint inflammation but also fevers, fatigue and wider complications affecting overall health and development.
PURE ONE says supporting #WearPurpleForJIA is part of a broader commitment to helping raise awareness of important health conditions and contributing to meaningful causes beyond the travel industry.
“Awareness is incredibly important,” Baker added. “The more people understand JIA, the more support there is for children and families going through it.”
The company is encouraging its team, partners and wider community to take part in the campaign by wearing purple and helping to spread awareness across social media and networks.
The initiative aligns with PURE ONE’s growing focus on supporting causes that matter, alongside its work in travel, sustainability and community engagement.
“As a business, we believe in standing for something positive,” Baker said. “This is about supporting children, families and the organisations working tirelessly to improve lives.”
Further information about the #WearPurpleForJIA campaign can be found here