Awareness Campaign, Concept Creation, Digital Content Strategy, Digital Advertising, Graphic Creation
CLIENT
AOU AL (University Hospital of Alessandria)
CASE LAUNCH
Ongoing
For AOU Alessandria in collaboration with the Piedmont Region, we designed and implemented the regionally based communication campaign of the PSDTA Fibromyalgia, with the aim of raising awareness of the existence of the disease, explaining its symptoms and informing about access to regional health services.
We took care of the campaign at 360°: concept and visual design, online activities on the website and social media, offline activities of brand identity design and supports for the organization of events in the Piedmont region, and related video production.
The campaign was distinguished by a strong and recognizable brand identity: a purple woman with cracks in her skin, symbolizing the suffering and invisible scars of those living with fibromyalgia. The cracks represent the physical and emotional pain that the disease causes, while the universally recognized color purple symbolizes the struggle and awareness associated with the disease itself.
The concept emphasizes the pervasive and widespread dimension of pain caused by fibromyalgia syndrome, which for the patient always exists and is debilitating, even if difficult to recognize as a symptom of fibromyalgia.
We started from Descartes who, with his “I think therefore I am,” expressed the indubitable certainty that the human being has of himself as a thinking subject, in the same way the same human being has the right to express the certainty of a pain, and therefore of a (fibromyalgia) syndrome, the moment he experiences that pain: “I suffer therefore (the disease) exists.”
We imagined a body in fragments, a puzzle in which each piece represents a part of the body, and each part may have symptoms that debilitate the rest of the body and can be traced back to a fibromyalgia picture. In addition to the symptoms, we highlighted people’s attitude, the positive values that overpower and oppose the symptoms and pain to affirm that in all this physical pain the person is stronger.
By now the claim: “Tu sei più forte della fibromialgia.”
