Every year, 300.000 children are born with sickle cell disease. Without treatment, 75% of these children will die before the age of five. To support the fight against this deadly disease, Miffy (nijntje) has become an ambassador of the Sickle Cell Fund. Wolfstreet was asked to create a major awareness campaign. Because too few people know about this painfully unknown disease.
The campaign is built around Joshua, a young boy who is constantly reminded of his debilitating illness. Even on his fifth birthday. In the commercial the ‘moon shaped’ sickle is the symbol of his disease. This way, we can explain what sickle cell disease is and the enormous impact it can have on a person’s life. In addition to OOH and a TV commercial, special edition Miffy & Nina cuddly toys have been developed.