LIBERATE LIFE
European campaign for SOBI
WORK INCLUDED
1. Concept and idea
2. Content production
3. Influencer collaborations
4. Omni channel distribution
Award winning campaign that challenged the perception of what it’s like living with haemophilia.
For decades, haemophilia treatment has been about ensuring survival and stability by moving patients out of the untreated “danger zone” towards day-to-day stability. Sobi wanted to challenge the status quo of haemophilia treatment, by showing people living with haemophilia that it’s possible to live life on their own terms.
We asked five people from five different countries to star as our "Liberators". The common denominator – they were all living with haemophilia.
Each Liberator was faced with a unique challenge, from climbing the highest peak in Sweden to performing a musical act in front of an audience in Italy. And to assist them on their journey, each Liberator was assigned a dedicated coach - to help train, guide and motivate them towards their goals.
The campaign was translated into 14 languages and distributed across Europe. Not only did the campaign win a number of awards, more importantly it helped change the perception of what it’s like
living with Haemphilia.
