Finalist
From Insight to Impact: Reimagining Hypopara Awareness Through Seeds of Change
by M+F Health for Ascendis Pharma UK
Summary of work
Seeds of Change is an insight‑driven disease awareness initiative transforming how the hypoparathyroidism (hypopara) community is understood, represented and supported.
Our community research revealed the need for something that could resonate emotionally with patients while also educating clinicians on the true, often hidden, burden of hypopara – a reality that traditional awareness materials were failing to capture. The community needed a symbol that validated their experience and invited clinicians into deeper empathy and understanding.
Built from continually captured lived‑experience data, the campaign elevates an often‑invisible condition through creativity. Insight from 92 patients and nearly 100 clinicians, plus secondary evidence from published literature, shaped the campaign architecture. This culminated in the Hypopara Butterfly mural: an evolving data‑driven artwork visualising real symptoms, emotions and unmet needs. The richness of this data was transformed into tools and a visual identity that would finally give form to the lived reality of hypopara.
By combining patient insight, clinical expertise and advocacy partnership, Seeds of Change created the most complete picture to date of the human impact of hypopara – and used that picture to guide future implementation. We not only raised awareness, but strengthened connection across the UK endocrine community, laying foundations for more compassionate, insight-led care.
Judges’ comments
This entry from M+F Health and Ascendis Pharma had a strong problem definition grounded in patient insight and well-articulated objectives that clearly linked to meaningful behavioural and system-level ambitions. The creative execution, particularly the use of the butterfly mural and community engagement, was distinctive and well delivered, contributing to strong performance.
