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Let’s Talk About Hyperphenylalaninemia #ICareAboutRare

Let’s Talk About Hyperphenylalaninemia #ICareAboutRare

Meet Tommaso Galluppi, a 22-year-old Italian guy with a rare disease called Hyperphenylalaninemia. Tommaso is seen naked in the wild to stand out for people affected by rare diseases.

It’s is the newest campaign from biopharmaceutical company Dompe, which invests in researching cures for rare diseases, in association with the Italian Federation for Rare Diseases, UNIAMO F.I.M.R.. The campaign is to raise awareness for World Rare Disease Day on 28th February.

The campaign video with the title ‘The Rarest Ones’ is directed by Roberto Saku Cinardi and shot in the scenic surroundings of Lazio, Abruzzo and the Canary Islands. The film highlights how campaigns to raise awareness of the possible danger of extinction of some species of wildlife – such as a polar bears, seals, dophins, whales – attract significant media attention and can provoke a reaction of sympathy and indignation. In comparison, rare diseases in humans receive less attention from the media and are little known by the public.

Tommaso Galluppi:

I had no hesitation in agreeing to take part in this film. It was not easy because I had to bare not only my body, but also my soul, my personal experience with the world of rare diseases. I found myself shooting in the desert, in the snow, in caves and in water. I was looking for a solid way of giving voice to people like me who struggle every day – and I found it in this project.


The story of Tommy


Agency – Saatchi & Saatchi
Regional Creative Director EMEA – John Pallant
Executive Creative Director – Agostino Toscana
Creative Director – Alessandro Orlandi, Manuel Musilli
Art Director – Alessandro Orlandi, Manuel Musilli
Copywriter – Antonio Di Battista, Leonardo Cotti
Account manager – Francesca Bertocco
Senior Digital Strategist – Stefano Caridi
TV Producer – Erica Lora–Lamia
Production Company – Al One Srl
Director – Roberto Saku Cinardi
Dop – Luca Esposito
Executive Producer – Alan Vele
Editor – Marcello Saurino
Music – Guido Smider, Michele Caiati
Sound design – Guido Smider
PR Agency – MSL Group
Social Media Agency – Ambito5

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