Marking Rare Disease Day – February 29

In 2024, our team was engaged by AstraZeneca Bulgaria to mark Rare Disease Day on February 29. The goal was to raise public awareness about the challenges that patients with rare diseases and their families face during the diagnosis and treatment process.

Our team designed and executed both offline and online activities to foster emotional engagement and encourage people to share photos and information about rare diseases. The campaign was made possible through street art, which played a central role. At key locations in Sofia, zebras with multicolored stripes and the campaign hashtag were painted. Additionally, we partnered with one of the most popular Facebook photography pages for spontaneous urban moments, creating anticipation about something unusual happening. We later revealed the meaning of the zebras through photographs and personal stories from doctors and patients, evoking even greater empathy.

The campaign became viral and received widespread media coverage.