Cannes Lions
SAATCHI & SAATCHI, Milan / DOMPE / 2015
Overview
Entries
Credits
Description
Dompé is a bio-pharmaceutical company committed to seeking therapeutic solutions for currently untreatable rare and orphan diseases. But people suffering from rare diseases in Italy are also affected by another serious condition: being ignored. In fact, these are conditions that frequently receive little attention from the media and are still little known by the general public.
On the occasion of the World Rare Disease Day, Dompé launched a video to raise awareness on rare diseases, called "The Rarest Ones", to tell the condition of rare patients with a surprising parallelism: comparing them to rare animals.
If we imagine a seal, a panda, a polar bear or other all species at risk of extinction, it is something that attracts our attention and generates often conflicting emotions, ranging from tenderness to indignation. But rare human beings don't receive the same consideration.
Execution
On the occasion of the World Rare Disease Day, Dompé launched a video on YouTube to raise awareness on rare diseases, called "The Rarest Ones", to tell the condition of rare patients with a surprising parallelism: comparing them to rare animals.
If we imagine a seal, a panda, a polar bear or other all species at risk of extinction, it is something that attracts our attention and generates often conflicting emotions, ranging from tenderness to indignation. But rare human beings don't receive the same consideration.
Outcome
After more than 800.000 views, the coverage of the major national and international media and an intense social media spreading, which included a tweet from the Senator of the Italian Republic Paola Binetti, Tommy was invited to the Italian parliament to talk about his experience.
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