Code Red: Switch-up on Sickle (

Havas Life Medicom

Imagine living with the unpredictability of an illness where episodes of severe pain can strike at any moment. Then imagine there’s been no new treatment options in more than 20 years. For many of the 15,000 people living with sickle cell disorder (SCD) in the UK, this has been reality.

After decades of neglect, giving a voice to this underserved patient-community and building their trust with the health service became central to our thinking. By placing our patient ambassadors centre-stage through powerful portrait photography, accompanied by inspirational accounts, we share unique insights into the reality of living with SCD.