Placing the global spotlight on a rare disease
Fabry disease is an incredibly rare genetic condition. The symptoms can often indicate other, milder diseases. To increase awareness of this disease and enable better care, Fabry patients have to unite across borders. Fabry International Network (FIN) wholeheartedly embraces this challenge with a new branding and globally-minded awareness campaigns.
Challenge
Fabry International Network unites 62 patient organisations in 54 countries. FIN relies largely on volunteers, usually patients, from all corners of the world. This makes it difficult to define a unifying strategy. For national organisations, the benefits of the network are not always self-evident. What does it actually stand for? And what's in it for us?
Another challenge lurked in the awareness campaigns. There are more than 6000 rare diseases like Fabry. Symptoms are often not recognised by professional healthcare providers. How do you bring Fabry to the attention of a wide audience? How do you place the disease on the global agenda?
Solution
We connect young patients and seasoned volunteers. We refine Fabry International Network''s target audience and value proposition. The non-profit organisation mobilises patients, unites healthcare professionals, and shares these abilities with partners in the pharmaceutical industry.
We make the brand more personable. Fabry International Network becomes FIN. A powerful, recognisable word logo makes the organisation approachable. The branding's vibrant colours symbolise the diversity of the FIN family.
Every April, during Fabry Awareness Month, FIN brings awareness to the disease. Because people with Fabry are often unable to sweat, we rolled out a social media campaign that revolved around #breakasweatforfabry and #cooldownfabry. Since 2023, we have begun collating stories from Fabry patients and their network under the label #fabryheroes.
"We're making the organisation more approachable. Together with FIN, we can make a global impact on Fabry disease."
Result
The new branding presents FIN as a strong, globally-minded platform that strives for better handling and care of Fabry disease. Volunteers and national patient organisations enthusiastically advocate for the brand.
With an over 3,000% increase in reach in April, the advertisements on Instagram, Facebook, and Google perform exactly as FIN envisioned it: creating extra awareness with those unfamiliar with the disease; and this in 90 countries.
