Lupus is a chronic autoimmune disease that affects hundreds of thousands of people in Japan — yet remains poorly understood by the general public. Many patients, particularly young women, live with the condition in relative silence, often feeling unseen and unsupported.
For World Lupus Day 2020, Sanofi Japan wanted to do more than raise awareness of the disease. The goal was to create a campaign that gave lupus patients themselves a platform, one that would build community, drive genuine engagement, and reach people who might not yet know they were affected.
The challenge: design a campaign with emotional resonance strong enough to break through, while remaining sensitive to the personal nature of living with a chronic illness.
