The Center for Rare Diseases awareness campaign

Rare Changes Everything campaign was developed to promote the newly formed, cross-functional division dedicated to rare disease research. An empathetic view of the burden placed on rare disease patients and their families is at the core of the creative strategy and illustrated in a simple calendar. The chaos, unpredictability, and urgency behind the development of novel treatments for patients are depicted through a series of calendar entries that appear to be adjusted, canceled, and postponed.