Because Saatchi & Saatchi Italy knows the power of putting a few well-chosen words on an eye-catching stage.
A lot of people give a lot of attention to rare animals such as a polar bears, seals, dolphins, whales. The Rarest Ones is an online film that asks for people with rare diseases to get the same attention.
Tommaso Galluppi is a 22 year old man with a rare disease called hyperphenylaninemia. He is featured in the film and has become the ambassador for the campaign for Dompe, a biopharmaceutical company that invests in researching cures for rare diseases, and the Italian Federation for Rare Diseases, UNIAMO F.I.M.R.
“I had no hesitation in agreeing to take part in this film. It was not easy because I had to bare not only my body, but also my soul, my personal experience with the world of rare diseases. I found myself shooting in the desert, in the snow, in caves and in water. I was looking for a ‘solid’ way of giving voice to people like me who struggle every day – and I found it in this project.”
The #ICareAboutRare campaign, of which this film is the spearhead, intends to raise awareness for World Rare Disease Day on 28 February and hopes to increase support for Dompe’s work.
The simple film points that rare diseases receive less attention from the media than animals and are little known by the public. It is estimated that in Europe, about 24-36 million people are affected by a rare disease and in the US, around 25 million.
Eugenio Aringhieri, chief executive officer of the Dompé Group, commented, “We are particularly proud of this campaign, which is intended to shed light on the world of rare diseases by taking advantage of the enormous potential of the web to draw greater attention to the subject and increase public awareness. The aim of this video is to underline once again our everyday commitment to patients with serious and currently untreatable health problems. My thanks go to UNIAMO F.I.M.R. Onlus for having supported the project, but above all to Tommaso, an extraordinary example of the strength and determination of the people who, like him, confront having a rare disease with dignity and courage.”
Agostino Toscana, executive creative director and Alessandro Orlandi, creative director of Saatchi & Saatchi Italy added, “Stories like those of Tommy are really rare. We are proud to have had the opportunity to tell it and bring it to public attention, thus giving it the importance it deserves. It has been an extraordinary experience. Just as the commitment of Dompé and UNIAMO against rare diseases.”
Creative credits:
Agency: Saatchi & Saatchi
Regional creative director EMEA: John Pallant
Executive creative director: Agostino Toscana
Creative directors/art directors: Alessandro Orlandi & Manuel Musilli
Copywriters: Antonio Di Battista & Leonardo Cotti
Production Company: Al One Srl
Director: Roberto Saku Cinardi
DoP: Luca Esposito
Executive producer: Alan Vele
