Winner
A Pro-Bono Partnership that Turned Authenticity Into Impact
Summary of work
Radical authenticity, strategic creativity, and community-first thinking can spark real social change.In a world flooded with misinformation, Unique stands apart – building an inclusive, trusted community and sharing accessible, accurate scientific knowledge.Forty years ago, before the internet, five families created a Little Red Book to share their stories of living with rare diseases. Word by word, page by page, they unknowingly built a movement.Today, through our pro-bono partnership, Unique has brought that book into the digital age – amplifying voices, fostering pride, and reigniting engagement. The campaign culminated on Rare Chromosome Awareness Day, unveiling new branding and sparking a wave of emotional feedback from families worldwide.This initiative didn’t just elevate Unique’s visibility – it deepened trust, strengthened reputation, and improved outcomes for one of healthcare’s most underserved communities.
Judges’ comments
“A Pro-Bono Partnership that Turned Authenticity Into Impact” was extremely well articulated, demonstrating understanding of both the agency and client challenges and objectives. It was good to see that it had become a point of pride for both organisations and had well defined objectives including transparent discussion of both the client's objectives and the agency's goals. Overall, It was a well considered approach, audience-centric and built on the radically authentic concept.
