05 Oct Born Rare Advertising Campaign
Introduction:
Hemophilia, a rare genetic disorder affecting the blood’s ability to clot, has remained largely unknown among the general public, and even within parts of the medical community. Our task was to create an impactful campaign to raise awareness, educate the public, and build support for the Hemophilia Society Mumbai Chapter, despite the society’s limited resources for advertising and media outreach.
Challenges:
1. Lack of Awareness: The general population and many in the medical fraternity have little knowledge about Hemophilia, its treatment, and its social impact.
2. Medical Guidance Deficit: Individuals diagnosed with Hemophilia often don’t know where to seek medical assistance or information.
3. Funding Shortfalls: The limited understanding of Hemophilia makes it difficult to raise funds for treatment and support, despite the high cost of clotting factors required to manage the disorder.
4. High Treatment Costs: Hemophiliacs require expensive clotting factor infusions every time a bleeding episode occurs.
5. Resource Constraints: The society lacked the financial resources to run large-scale advertising campaigns.
Strategic Approach:
Our primary objective was to establish a clear position for Hemophilia and those affected by it. We aimed to shift the perception of Hemophilia from a disease to a **rare genetic disorder**—a condition carried through the X chromosome that impairs blood clotting. To create an emotional and memorable connection, we likened those affected by Hemophilia to rare individuals, born with exceptional challenges, yet capable of extraordinary resilience.
The Creative Strategy:
– Central Theme: Born Rare – positioning individuals with Hemophilia as unique and rare, much like their condition.
– Messaging: We crafted messaging to highlight the challenges and courage of Hemophiliacs, emphasizing their rarity and strength.
“You have it, I don’t… I am Born Rare”
“I need it, you don’t… I am Born Rare”
“You got it, I missed… I am Born Rare”
These ads focused on educating the public about the condition:
– Hemophilia is a rare genetic disorder impairing the body’s ability to clot blood.
– 1 in 5,000 boys is born with Hemophilia A.
– 1 in 10,000 boys is born with Hemophilia B.
We aimed to create a deeper understanding of Hemophilia, urging people to learn about the disorder to help spread awareness.
The Solution:
Our goal was to create an educational and empathetic narrative that would resonate with the public, emphasizing the “rare” nature of both the disorder and the individuals affected by it. Through the Born Rare campaign, we positioned Hemophiliacs as resilient, rare individuals who face extraordinary challenges every day.
Event Promotions:
Due to limited financial resources for traditional advertising, we extended the campaign into a high-impact fundraising musical event that garnered significant media attention:
– The Rare-for-a-Rare Music Concert: Featuring prominent artists like Uttam Singh, Anup Jalota, Rupa Chak, and visually-impaired singer Diwakar Sharma, the event at Rang Sharda Auditorium, Bandra, Mumbai, successfully raised awareness and funds.
Media Support: We secured sponsorship from Bright Advertising and Radio City, which helped promote the event at no cost. Ads were published in Mumbai Mirror and Lok Satta**.
Outcome:
The Born Rare campaign, coupled with the musical event, brought Hemophilia into public awareness, educating people about the disorder and building a narrative around the courage and uniqueness of those affected. The event received widespread acknowledgment, allowing the Hemophilia Society to engage with the media and gain much-needed support, despite its limited budget.
Through this initiative, we effectively communicated the importance of understanding Hemophilia and supporting the rare individuals who live with it every day.
