The Goal
World Hemophilia Day presented an opportunity to raise nationwide awareness about the disorder and spark conversations around patient needs, medical research, and government support. Shire, together with the Hemophilia Federation of India (HFI), wanted to create a public moment powerful enough to cut through the clutter of health campaigns. The brief: design a launch that was not just symbolic but also credible, with participation from doctors, researchers, patients, and authorities.
The Outcome
Our strategy centered on one simple yet bold idea: light up a national monument red to symbolize hemophilia awareness. Qutub Minar in Delhi was chosen for its cultural resonance and visibility.
We designed the event as a press-first experience, ensuring strong media coverage while delivering a heartfelt on-ground moment for stakeholders. The evening featured Shire leadership, medical professors, hemophilia patients, and HFI representatives, all joining hands as the monument lit up in striking red.
The lighting spectacle became an instant hook for the media. It created visually arresting content that news outlets were eager to cover, while the dignified setting reinforced the seriousness of the cause. Beyond symbolism, the event served as a networking and knowledge-sharing platform between the medical fraternity, patient groups, and policymakers.
The Feedback
The campaign was widely acknowledged by stakeholders for its creativity and impact. The choice of Qutub Minar and the scale of execution drew praise for “making the invisible visible.” The presence of patients alongside experts humanized the event, and journalists highlighted the blend of awareness with action. For Shire and HFI, the event became a milestone moment that put hemophilia in mainstream conversation on World Hemophilia Day.
