Rare diseases are very uncommon, and this makes them not well-known. This results in a challenging diagnosis, insufficient research, and limited support. In the face of this issue, Pfizer aims to give a lot of visibility to rare diseases to change this situation.

The challenge was to make rare diseases very well-known. To achieve that, we decided to make them trendy. And we did it by creating the first clothing brand to raise awareness for rare diseases.

Las Raras (The Rares).

We did it by launching an online collection where the price to get a T-shirt was simply sharing it on social networks.

And a second collection where we took them to the streets in a concept store where the designers were the people that came to the store. Clothes as special and uniques as rare diseases.

A campaign to ensure that research and support for rare diseases never go out of style.

We had to reach the maximum number of people with a very small budget. And for patient associations and patients to feel represented. So that all of us could put ourselves in their shoes. Promote their research, diagnosis. That's why it was so important for everyone to know about them, and that's why we decided to create a brand to make them trendy.

In the first phase of the campaign, what we did was create and launch the fashion brand "Las Raras". For this we created a website and a fashion film that would show society this new clothing brand. In addition, through the website you could order t-shirts with the brand logo for free and in this way 500 t-shirts were sent to the users' addresses. For the second phase, what we did was create a concept store in the center of the city of Madrid in which for 3 days people who came to the store could customize a t-shirt with all the materials that we made available to them and we invited them to Take a photo with the t-shirt and upload it to your social networks with the campaign hashtags. Over the 3 days, 400 t-shirts were made.

- 500 t-shirts given away through the website

- 400 customized t-shirts in the concept store in three days

- more than 200,000 impressions on YouTube

- more than 500,000 impressions on Spotify

- appearance in 22 media outlets with an audience of almost 3 million people