29th of February, an unfrequent day, is the world day for unfrequent diseases: diseases people never talk about. We decided that in that day we would make everybody participate in an unfrequent conversation about unfrequent diseases.

Ok. nobody knows the name of this diseases, but all your followers in social plataforms know your name. What if, for one day, you transfer your social name to one of these diseases?What if everybody does?

And what if everybody not only talks, but demands more money for investigation to the government?

Thanks to the cooperation of Atlético de Madrid we convinced Filipe Luis to change his name in his official twitter account (he even acceed to made a video) we convinced many actors and actresses, sports people, and all type of influencers to change their names in their accounts to the name of one disease, and invited everybody to do so, and to talk about unfrequent diseases, and we would participate in that conversation though the whole 24 hours. We created a web where anybody could pick a name. And we moved it via PR in every media. We also asked everybody to sign a change.org petition in order to achieve more funds for investigation of unfrequent diseases.

The response to the action was inmediate, massive and continued through the 24 hours of the 29th of february. Thousands of people changed their names in social platforms for a strange disease. The timelines of everybody that day were full of names such as "displasia ulcerosa" or "anemia de Fanconi". Many celebrities decided too to enter the movement through that day, we were in all tv and radio channels, in every newspaper... and even some important magazines and most viewed or listened programs, political parties or companies changed their name too. We were trending topic, and in only 12 hours we achieved 200.000 signs in change.org.

This campaign had excellent results to promote an invisible problem and activated thousands of people to move - in only 24 hours - to achieve a common goal that the day before they even know it existed.

We needed to create an strategy to move the whole country for only one day. It was so necessary to make it explode quickly and effectively. It was important to involve relevant players that could help us in our proposal. And it was important also to not only make noise, but also to move people to do something to change things.

Unfrequent diseases need more investigation, the problem is that they are so rare and different that people don't know them, and never talk about them. The challenge was to break the barrier of invisibility, and to move people to do something.