A Common Thread
Helping CSL Behring remain connected to the bleeding disorder community
THE ASK
CSL Behring—a global biotherapeutics leader driven by a promise to save lives—asked us to create a campaign to help unite the global bleeding disorder community through science and humanity to reinforce the company's commitment to this brave and unique community.
THE INSIGHT
Though everyone in this community has a different story, they’re all connected through the desire for a healthier life, collaboration to improve care, and greater understanding and acceptance of what it’s like to live with a bleeding disorder.
THE IDEA
Because the company’s mission aligns so closely with the desires of people living with bleeding disorders, it was as if they were linked by a common thread. The Common Thread campaign was inspired by their commitment to this dynamic community, reminding them that they’re all in this together.
THE ACTIVATION
Launching on World Hemophilia Day 2023, the campaign came to life through a series of tactics that highlighted their unique promise to the community, including:
Internal video conference backgrounds
A launch announcement email
A launch excitement video
THE RESULTS
The campaign resonated by highlighting the common thread that unites this community—shared experiences, challenges, and hopes for the future. It sparked a sense of belonging and reminded people that their stories are part of something bigger. In doing so, CSL Behring showed up not just as a supporter, but as a partner woven into the fabric of the community itself.
The Takeaway:
Beautiful things happen when you truly understand the desires of a community.
