(01).
OVERVIEW
From awareness to action: reshaping the narrative around haemophilia
Talking about haemophilia means addressing a complex condition that requires communication capable of informing without oversimplifying, while bringing attention to a topic that often remains outside everyday conversation. For Roche, the challenge was to turn this complexity into a narrative capable of reaching people through a more direct, human and contemporary language.
The objective: to develop an awareness campaign capable of bringing greater visibility to the topic, building a creative and content system designed to generate attention and amplify the message across digital channels.
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(02).
APPROACH
A creative idea designed to go beyond a single piece of content
We started from the campaign’s creative concept, defining a narrative and visual direction capable of making haemophilia feel closer and immediately recognisable. From the outset, the work focused on building a coherent narrative in which creativity, imagery and messaging could work together towards the same goal.
From there, we oversaw the entire content production process, from the shooting to the photographic production, developing a system of assets designed to adapt across the campaign’s different formats and touchpoints. In parallel, we managed media amplification through sponsored social campaigns, turning the creative assets into a tool for extending the reach of the message and connecting with broader, more relevant audiences.
(03).
THE CHALLENGE
Turning a complex and sensitive topic into a campaign capable of informing, engaging and capturing attention.
The project required a precise balance between the sensitivity of the subject, the strength of the message and the ability to capture attention across digital channels. We therefore built a campaign in which every element — from the creative concept and photographic production to media distribution — contributed to making the message more accessible, recognisable and memorable.
A journey in which creativity and amplification worked together to bring haemophilia beyond purely informational contexts and turn it into a conversation capable of reaching a broader audience.
“Awareness is not just about telling a story, but finding the right language to make it part of the conversation.”
“Awareness is not just about telling a story, but finding the right language to make it part of the conversation.”
