Rare Disease Day takes place every February to increase understanding amongst politicians and the public of the impact of living with, or caring for someone with, a rare disease.

In 2019, the non-profit Rare Disease UK wanted to harness the power of the rare disease community to spread the word even further than before.

Reaching audiences

1 in 20 people will live with a rare disease in their lifetime, but despite the numbers, it can be an incredibly isolating experience. We wanted to illuminate the rare reality.

By creating a visual language around stars and constellations the campaign highlights that, while they are all unique, there is a connected network of people dealing with rare disease.

A core part of the campaign was an online portal where those affected could create a personalised star to share their story on social media. This meant that the rare disease community, who fiercely campaign for greater awareness and access to medicines, became the voice of the campaign.


Rare Disease UK


Charity & Not-for-profit

1 in 20 people will live with a rare disease in their lifetime. The campaign successfully shone a light on individual stories of struggle and hope. It had a social reach of over half a million, with 15,000 visits to the microsite and 1491 stars created.

We’re delighted with the 2019 Rare Disease Day campaign! Bond and Coyne helped us engage our industry and patient organisation stakeholders and inspire engagement from the general public.