Cell-ebration

Most bleeding disorders are rare, but together they impact more than 300,000 people worldwide, who form a tight-knit community of support. The COVID-19 pandemic challenged us all—but presented special challenges (and risks) for people living with a bleeding disorder. In commemoration of World Hemophilia Day 2021 (April 17), CSL Behring—a long-standing global leader in the treatment of bleeding disorders and a “Visionary Partner” to the World Federation of Hemophilia (WFH)—wanted to highlight their support and celebrate the efforts of the entire bleeding disorder community after such a difficult year.

Working with CSL Behring, we created “Cell-ebrating the Bleeding Disorder Community” to connect with people with bleeding disorders. Through a fully digital and global campaign, we implemented branded content and advocacy through social media platforms—meeting the community where they’re active and where it’s safe. Users consumed a variety of educational and interactive content including videos, posts, Zoom backgrounds, and even an Instagram filter: the world’s first “Cell-fie” filter is an AR (augmented reality) filter that transforms users into a portrait made from red blood cells. Within 2 weeks of its debut, it gained nearly 10,000 opens, and it continues to grow today. To date, our campaign has been translated into at least 7 languages (English, Spanish, Turkish, Japanese, Portuguese, Greek, and Italian) and shared more than 27,000 times on social media.