SOBI
LIBERATE LIFE
How do you recognize a challenge? The answer is you don’t. Unless it’s yours. Each and everyone of us is born into this world under different circumstances, with different traits, skills and limitations. Yes, we are indeed different. One person’s road bump is another person’s mountain. And oftentimes we turn a blind eye to our extraordinary abilities and instead let our challenges define who we are.
But what happens when you stop limiting your challenges and start challenging your limits? What happens when you let your dreams and drive dictate what is possible, rather than your obstacles? Your life is yours. Yours to explore. Yours to live. Yours to liberate.
For decades, haemophilia treatment has been about ensuring survival and stability by moving patients out of the untreated “danger zone” towards day-to-day stability. Sobi wanted to challenge the status quo of haemophilia treatment, by showing people living with haemophilia that it’s possible to live life on their own terms.
We asked five people from five different countries to star as our "Liberators". The common denominator – they were all living with haemophilia.
Each Liberator was faced with a unique challenge, from climbing the highest peak in Sweden to performing a musical act in front of an audience in Italy. And to assist them on their journey, each Liberator was assigned a dedicated coach - to help train, guide and motivate them towards their goals.
SOBI
Take Control
For the “take control” part of the campaign the core purpose was to communicate that, even though you are living with haemophilia you can still be in control and live a full and active life.
Here - the eye catching format was the solution to a clear and visual way to set the message straight. Take control, Know You’re protected, Liberate Life.
