RARE IS HUMAN
We turned the internet’s culture of perfection into a platform that makes real people with rare diseases visible.

Phase 1
Hijack The Algorithm

Two AI influencers, Bree and Amara, appear online. They are curated, flawless and embody everything the algorithm loves. They post lifestyle content and “skin-positive” content for weeks, quietly gaining traction. On Rare Disease Day, their flawless feeds began to glitch, and reveal the real women behind them are patients living with Epidermolysis Bullosa.

Why it matters: The reveal shows how cultural ideas of perfection decide who gets seen, while people living with rare diseases are too often overlooked.

Phase 2
Rare Is Human

The campaign moved from digital to human, using portraits and installations to show people with rare diseases in a new light, one that felt warm, dignified, and fully seen.

OOH and experiential placements reintroduced the same women from the reveal, now photographed as they deserve to be seen: human, powerful, and visible.