HPP Heroes of Uncommon Strength

On Rare Disease Day, Alexion wanted to rally the hypophospatasia community. Rather than focus on how the disease renders patients homebound, we wanted to speak to how this community perseveres in the face of harsh circumstances. That’s where the concept of uncommon strength was born. Patients with HPP are artists and comics, they love life and that’s inspiring.

Partnering with Mendola Studios, we created a microsite where patients and caretakers alike could build heroic animated avatars of themselves and share it with patients worldwide. (who also did an exceptional job not to embellish the appearance of the superheroes)

The result was very inspiring, not only did 15% of the HPP community create avatars–they took it a step further and built capes and created memes–on their own -- without any prodding from the brand. While Alexion took the campaign and expanded it as a platform for multiple communities they serve.

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Reception: What was really cool about this project is seeing patients riff with it and meme it.