Highly commended
The World's Rarest Disease: Introducing RAiRE
Summary of work
AI is transforming healthcare communications, offering unprecedented speed and scale, but with this comes risk. Large language models can generate content that appears medically credible while being entirely inaccurate; a vulnerability that is particularly acute in rare disease, where evidence is limited and ambiguity is common. To highlight this challenge, Havas Life London created The World’s Rarest Disease, a creative campaign designed to expose the dangers of unchecked AI, while launching RAiRE, the agency’s proprietary LLM uniquely trained on verified rare-disease data.
The campaign centred on Inveritas Syndrome, a fictional neurological condition generated entirely by AI, from symptoms and diagnostic criteria to treatment and clinical data. This ecosystem was brought to life through film, a website and supporting content that precisely mimicked the structure and tone of legitimate disease awareness communication. Once the audience was fully immersed, the reveal demonstrated how effortlessly AI can manufacture medical plausibility.
The project achieved outstanding engagement, sparked widespread discussion among global internal teams and clients, and positioned Havas Life London as a leader in responsible AI. By elevating understanding and reinforcing the need for governance, the campaign not only showcased RAiRE but helped shape the future of safe, credible AI in healthcare.
Judges’ comments
This entry from Havas Life London had a bold creative and sharp strategic approach to demonstrate AI risk by living it rather than explaining it is excellent and pulls through to the execution as well. Creating a fictional rare disease ecosystem with its own pathophysiology, clinical trial data and historical patient was a brilliant idea. Fantastic concept for a demonstrable business and reputation threat.
