The bond of a namesake
Humanise sickle cell warriors by stripping away labels and fostering emotional identification, driving awareness, empathy, and advocacy through shared identity and national belonging.
Sickle cell disease affects thousands of Nigerians, yet those living with it are often reduced to the label “sickler,” stripping them of identity and humanity.
The Sickle Cell Foundation needed a campaign that would drive awareness while restoring dignity.
Labels create distance. Names create connection.
When people are reduced to conditions, empathy disappears. When they are seen as individuals, compassion follows.
LOVE A NIGERIAN
We ripped the label off.
The campaign reframed people living with sickle cell as Nigerians first. Ayo. Bisi. Demola. Mothers. Teachers. Engineers.
Nigerians were invited to send love notes to people with sickle cell who shared their names, creating emotional links between strangers. The result humanized the condition, replacing stigma with empathy and advocacy.
