GIF-ing a voice to hemophilia

Existing GIFs about hemophilia portrayed the disease in a negative light, making it hard for this community to express themselves digitally and over social media. The most popular GIF featured Homer Simpson and had more than 30,000 views.

So we partnered with patient organizations and co-created GIFs with real people with hemophilia. Then we launched these new GIFs into the market—and they took off.
 

To date, our GIFs have almost three million views and have profoundly changed the online conversation for people with hemophilia across the globe.