Gaucher disease is a rare, genetic disorder that affects approximately 1 in 60,000 people in the US. October is Gaucher awareness month and Genzyme, a treatment provider, asked Division Of/ to execute a digital campaign to raise awareness for the disease.
How do we get a tiny community of 6,000 people to engage with, and share our content?
At the close of Gaucher awareness month, our conversion rates were impressive: 18.3% of unique visitors published a message and 16% of visitors shared on social media. As a result of the extensive network effects, individuals from over 40 countries visited the site and supportive messages came in from every state. In the end, the website provided much needed awareness and education for this often misdiagnosed illness.
Division Of/ took a simple idea and breathed life into it by delivering a uniquely clever and eye-catching website that was educational, engaging, and on-strategy – all while working under a tight deadline.