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Illustration showing four diverse hands clasping each other with text "are you rare?" promoting rare disease awareness in singapore.
Brief

Takeda Pharmaceutics engaged Muse & Motif to scale and strengthen its existing
‘Are you rare’ campaign, with the mission to increase awareness and conversations around rare diseases in Singapore. 

 

A middle-aged couple listens intensely in their living room during a serious conversation with a young woman seated opposite them.
Asian woman in glasses, labeled jasmine goh, genetics specialty nurse at kk women's & children's hospital, looks out a window.
Insights

While Takeda’s existing campaign provided good foundations for the public to understand the nature of rare diseases, it lacked a sense of urgency needed to motivate target audiences to take action. 

The obstacle in the way? Rare diseases were simply ‘too rare for the public to care’. As a result, the surrounding signs, symptoms, suffering, challenges and uncertainties were usually unspoken. Even healthcare professionals frequently misdiagnose rare disease patients.

But the harsh reality is closer to home than we know—with approximately 1 in 20 people affected by a rare disease at some point in their lives.  

Our objective was to inspire a collective mindset shift that will get the public finally talking about the  #RareButReal implications of rare diseases. 

Illustration of a person with pink hair peeking through a blue patterned cube, with text about the prevalence of rare diseases.
Illustration of a person lying on a couch, clutching their bloated stomach, with text about gaucher disease symptoms like bloating and fatigue.
Illustration of an elderly woman embracing a younger woman, accompanied by text about caregiver burnout.
Illustration of a man touching his chest with a pained expression, words on image mention difficulty breathing and fabry disease symptoms.
Solutions

To raise awareness on the #RareButReal impact of Fabry and Gaucher disease, we rolled out a ten-month social media campaign. 

The campaign communicated multiple key content pillars including crucial statistics, prevalence and rarely spoke about issues around the family, caregivers and patients.

Together with relatable short films and quirky illustrated visuals, target audiences were directed to use our online symptom matcher tool.  

Our objective was to emphasise and normalise the effects of rare diseases—medical, social and mental—and empower more to take a proactive towards a meaningful diagnosis. 

Text headline stating "gaucher disease: rare, but dangerous, especially for infants and children" by june wan.
Close-up of a baby's lower body in a white diaper against a pink background.
Video thumbnail featuring a smiling asian woman with glasses, titled "spotting gaucher disease in children, the unseen signs," dated october 26, 2023.