Finalist
This is Rare
by M+F Health for Sanofi UK
Summary of work
This is Rare was born out of a need to address the challenges faced by individuals living with rare diseases. Despite being individually uncommon, these conditions collectively impact a significant proportion of the UK population, affecting 1 in 17.
Sanofi embarked on a journey to raise awareness and advocate for change through the power of music. This is Rare centred around a reimagining of Keala Settle’s ‘This is Me’ from The Greatest Showman. A community choir was formed, collaborating closely with eight rare disease organisations, and engaging directly with those personally or professionally connected to a rare disease. Together, we aimed to empower individuals to share their stories and amplify their voices.
The campaign was characterised by strategic partnerships, creative content development, and extensive outreach efforts across various channels. From onboarding patient advocacy groups to hosting virtual choir rehearsals and capturing the live performance at Abbey Road Studios, every aspect was meticulously planned to maximise impact.
The campaign’s success is evident in its widespread reach, featuring across numerous media outlets and social platforms, as well as the significant engagement generated both online and offline. By bringing together the community, it has not only raised awareness but also sparked meaningful conversations.
Judges’ comments
M+F Health and Sanofi UK have created a beautiful idea that’s built a strong sense of community. It was creative with a great use of the choir.
