Trending PR Campaigns
Rare Means Care: Look Closer
Sobi brought an anonymous-looking orange monolith to Milan’s CityLife and invited passers-by to look closer. From 8 to 11 October, the installation shared stories of people living with two rare kidney diseases, turning an awareness campaign into a public encounter with the often unseen realities of rare illness.
Why it worked: The anonymous orange monolith created a visual mystery in a busy public square, converting curiosity into captive attention for unheard patient stories.
The lesson: Consider placing a puzzling, context-free object in a high-footfall spot, then reveal a human story or dataset only upon closer inspection.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| adnkronos.com | Rare diseases: Capetta (Sobi Italia), ‘knowledge is the first step towards improving the care pathway’ | Thursday 8th October, 2026 |