Make Stigma the Rare Disease

Havas Health's global RARENEXT survey identified stigma as one of the greatest challenges facing people living with rare diseases. It affects every part of life—from diagnosis and healthcare to work, relationships and society.

For Rare Disease Day 2026, my idea was to make stigma the rarest disease of all. Using GenAI and real patient and caregiver experiences, we brought the invisible impact of stigma to life, revealing how it adds to the burden of living with a rare condition while reminding everyone that ending stigma is a shared responsibility.

The campaign ran across Havas Health's social channels, driving conversation and awareness. Agency activations featuring mugs, T-shirts and treats emblazoned with words like "Lazy," "Ugly," "Weird" and "Useless" made the everyday harm of stigma impossible to ignore, turning awareness into a tangible experience.