A NEW STORY ABOUT LEPROSY DISEASE
Close your eyes, and think of leprosy. What do you see? When finding new sponsors, we, for one, saw an opportunity to tell a different story. An untold story. A new insight. Because for all visible and physical damage leprosy causes, the social and mental impact of the disease - particularly in vulnerable areas of the world - is hardly ever spoken about. Leprosy is a disease that kills your nerves - but is surely also is nerve wracking to deal with the consequences.
Leprosy is nerve wracking. Failure to act will result in infections, blindness, and serious mutilation. But that's only one side of the story. Out of ignorance and fear, patients are also rejected, fired and banned. The stigmas are just as nerve-wracking as the disease itself. In the anniversary campaign we put a magnifying glass on this fact.
For the first time we avoid the familiar images of mutilated limbs in campaigns.