Shine a Light on XLH

Despite XLH being a lifelong condition, it can be misconceived as a childhood disease, making it difficult for adults living with

the condition to find specialists who can provide the right care. Working closely with the XLH community, Our mission was to create a more emotional, memorable and impactful story about how XLH affects real people with relatable challenges, hopes and dreams. We created an interactive art exhibition using digital makeup techniques on XLH patients to illustrate the connection between phosphorus and XLH on the human body. The exhibition was accompanied by a multi-channel promotional campaign to launch the initiative.