Awareness Movement For Sickle Cell Disease
Sickle Cell Reach Equal Awareness Movement – The worlds first marketing agency for SCD.
S.C.R.E.A.M is a not-for-profit collective movement, dedicated to generating content specifically targeted toward raising awareness for Sickle Cell Disease.
During the Covid-19 pandemic, people with Sickle Cell Anaemia have for the first time been acknowledged as a minority worth safeguarding. In finally being identified by the government as vulnerable and in need of assistance or support, we are temporarily able to seek the help we need without having to justify and fight for basics that are not readily afforded to us. By defining the condition and acknowledging it by name rather than the typical ‘other’, we have been given a starting point to now open up these conversations and start educating others on our real-life experiences living with the condition.
World Sickle Cell Awareness Day, June 19th falls within the midst of the Covid-19 pandemic and we, as a collective, have taken it upon ourselves to elevate the profile of Sickle Cell in a medium we know best and take a step forward towards reaching equal awareness amongst other major chronic conditions.
About the Ad Campaign
Sickle Cell Anaemia is often a burden which immediately restricts you either physically or mentally and then emotionally. What is difficult is separating oneself from the condition and identifying themselves as individuals living with sickle cell and not a “sickle cell person”.
The names mentioned in the Ad are real names, used to address us in our day-to-day lives. With a condition so heavily reliant on mental strength and resilience, we choose to live our lives remembering who we are, what our abilities are and removing the mental restrictions or physical limitations imposed on us.
Each person represented in this Ad shows the strength of not defining oneself by their physical limitations.
Making it possible
Due to shielding requirements, the cast needed to film themselves in their own unique spaces within the guidance and direction given. Each person has implemented their own personality, within the restrictions of the guidelines given by the government and gives a good insight into characters of some of the people behind this condition.
By releasing this Ad, personally funded by those involved living with the condition, we hope to shed light on the condition and those living bright and fulfilled lives.
The Ad will be going live from June 19th 2020 and will continue for 2 weeks across Instagram and Facebook. The project will form the start of a new operation called S.C.R.E.A.M (Sickle Cell Reach Equal Awareness Movement), where those living with the condition take action towards raising the awareness to an equal footing.