Background
There are 7,000 types of rare diseases, affecting the lives of 350 million patients globally. Since each disease is not well known, the patients are solely suffering everyday, without sympathizers who mentally support them. The solution has always been the same — enlightenment of the disease. Unfortunately it doesn't work out well, because visuals of patients could be too harsh, making people look away.
When we got a brief from Boehringer Ingelheim, a pharmaceutical company who produces treatment for a rare skin disease called GPP (Generalized Pustular Psoriasis ), to create an enlightenment campaign, the challenge was crystal clear....