An extensive project to share complex disease
An Effetto Larsen project created with the non-conditional contribution of Boehringer Ingelheim.
“Some people live underwater”
When the possibility emerged to develop a communication focused project to raise awareness about Idiopathic Pulmonary Fibrosis, an incredibly rare and difficult disease, we spent a long time pondering whether it would be possible to speak about this disease in a consistent way that would be both unique and hopeful.
Our team immediately agreed that to do so, it was first necessary to rethink how to discuss these types of diseases: storytelling is the first step in approaching illnesses, especially those that are uncommon and incurable, from a cultural perspective that accurately reflects and recounts real experiences of how they are perceived and experienced in society.
A not easy, but certainly important challenge.
Reversing the point of view
We focused on the people instead of the diseases. Those living with severe illnesses often center a huge part of their identity around their disease, and similarly find themselves identified by others in this way. To live with dignity, it is important that they are seen as humans first and not just patients.
Our background is our strength: the artistic and cultural worlds we come from have provided us with effective tools for telling stories, encouraging engagement, and inciting emotions.