THE SILENT TRUTH
The Problem
Sickle cell anemia is an inherited red blood cell disorder in which there aren't enough healthy red blood cells to carry oxygen throughout your body. People with sickle cell often have to sit through their pain and wait longer for treatment. Because from the outside, it doesn't look like they have a serious injury even though they are in extreme pain.
The Solution
Our campaign approaches the lack of awareness toward the issue by showing what is on the outside doesn't always represent what's on the inside. Through this idea, we aim to make people understand that even if someone may look like an average healthy person, they might be going through a serious disase.
This brief was given by Havas Health & You and created in collaboration with Alexandra Næssan-Do.
Activation Idea 1
The first title indicates there are protests in Hong Kong but the story is about U.S Politics.
The second one indicates there is a volcano eruption New Zealand but the story describes bes a fancy restaurant.
Activation Idea 2
The store front is intentially designed different to mislead the people and surprise them once they enter the store. There will be handouts and several print ads inside the store to create awereness towards Gen S / Sickle cell.
Activation Idea 3
By sharing real Gen S stories in style of Humans of NY, millions of people will learn about sickle cell.
In 2016, HoNY partnered with the pediatric program at Memorial Sloan Kettering Cancer Center and raised $4 million in 3 weeks.
