Trending PR Campaigns
Rare Means Care: Look Closer
From 8 to 11 October, Sobi Italia put an installation in Milan’s CityLife inviting passers-by to look closely at the stories of people living with two rare kidney diseases. The public-facing experience gave the campaign a tangible way to make often invisible conditions—and the importance of earlier diagnosis—more visible.
Why it worked: A timed, public installation in Milan turned “invisible” illnesses into a physical, time-bound spectacle, giving journalists visuals, patient voices, and a local news peg.
The lesson: Consider staging a short-run, high-footfall installation that literalises an unseen problem, pairs it with first-person audio, and offers local data for reporters.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| adnkronos.com | Fiocchi (Sobi Italia): ‘Rare Means Care campaign shines a spotlight on rare kidney diseases’ | Thursday 8th October, 2026 |