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Case Study

Takeda

Voicing the one in 17 individuals living with a rare disease

  • Year2022
  • ServiceInnovation & Creative
  • SectorHealth & Wellness
  • OfficeLondon
  • Capability

    Content & Publishing Strategy, Diversity, Equity & Inclusion

People living with rare diseases are often marginalized, facing lengthy waits and multiple visits to doctors simply to receive a diagnosis. I Am Number 17 is a campaign to elevate the voices of the one in 17 people affected by a rare disease.

Personal experiences communicated through art

To improve policy and public support, H&K paired 17 people living with or caring for someone with a rare disease to 17 artists to represent their experience through art.

The resulting work was then launched at an exclusive event in London’s Oxo Gallery, landing 60 pieces of broadcast coverage reaching four million people, with the campaign endorsed and promoted by 13 rare disease organizations.

An award winning campaign

The campaign has been celebrated with numerous award wins in both the healthcare and communications space and continues to evolve into phase two.

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