ShineRED.org (a Shine the Light on Sickle Cell campaign) was created to increase public awareness of sickle cell disease, elevate the voices of affected individuals and families, and mobilize collective action in support of education, advocacy, research, and the pursuit of a universal cure.
For the 2026 campaign, themed “Limitless Possibilities for a Universal Cure to Bring Forth Wellness of Mind, Body & Spirit,” the objective was to communicate a message of hope, progress, and unity while honoring the resilience of the sickle cell community. The campaign was designed to demonstrate that breakthroughs become possible when patients, caregivers, healthcare professionals, researchers, advocates, and supporters work together toward a shared goal.
Key objectives included increasing public understanding of sickle cell disease, strengthening community engagement, encouraging participation in advocacy and awareness initiatives, and establishing a cohesive visual identity that could be deployed across digital, print, environmental, and promotional platforms. The creative approach also aimed to celebrate the campaign’s history and momentum by visually connecting past and present efforts into a single narrative of collective impact.
Ultimately, ShineRED.org was designed not only to raise awareness, but to inspire action, foster community connection, and reinforce the belief that limitless possibilities exist when people unite behind a common cause.
The primary challenge facing the ShineRED.org campaign was how to increase public understanding of sickle cell disease and its impact on individuals, families, and communities while communicating a message of hope, advocacy, and progress.
Inspired by the campaign’s vision of a universal cure, we developed a creative strategy centered on unity, collaboration, and the belief that meaningful progress is achieved when communities work together toward a common goal. Rather than relying on a single image or symbol, we sought to tell a broader story — one that reflected the many individuals, organizations, advocates, researchers, caregivers, and supporters who have contributed to the movement over time.
The campaign’s centerpiece was a custom collage-style visual composition built from imagery spanning previous Shine RED initiatives and community engagement efforts. Each photograph represented a unique story, contribution, or moment in the campaign’s history. Together, these images were carefully assembled into a larger unified design, visually reinforcing the idea that meaningful progress is achieved when many voices come together in pursuit of a shared mission.
To extend the campaign’s reach and maintain a cohesive brand experience, the visual system was adapted across a select range of high-impact touchpoints, including resource guides, advocacy pitch decks, social media graphics, the ShineRED.org website hero banner, Times Square digital mega-spectacular displays, and branded canvas tote bags. Each application reinforced the campaign’s core message while ensuring a consistent visual identity across both digital and physical environments. This approach enabled the campaign to engage audiences at multiple points of interaction, from online awareness efforts to large-scale public visibility and community-focused outreach initiatives.
We balanced historical representation with a forward-looking vision. The design needed to honor the individuals and organizations that helped build the movement while simultaneously communicating optimism about the future. Through careful image selection, composition, typography, and messaging, the campaign successfully connected past achievements with future possibilities, creating a visual timeline of advocacy, awareness, and progress.
The final creative expression serves as both a celebration of community and a call to action, illustrating that limitless possibilities emerge when people unite behind a common cause. Rather than simply raising awareness, the campaign visually demonstrates the strength, resilience, and momentum of a movement working toward a universal cure.
Since launch, ShineRED.org has delivered measurable impact by expanding awareness of sickle cell disease, amplifying advocacy efforts, and increasing engagement across the sickle cell community. Working alongside advocacy organizations, community-based organizations, healthcare providers, government agencies, researchers, and other stakeholders, the campaign strengthened public visibility around sickle cell disease while highlighting the need for continued education, support services, and research initiatives.
The campaign achieved significant reach and engagement during World Sickle Cell Awareness Day, helping expand public awareness of sickle cell disease, increase access to educational resources, and strengthen visibility for organizations serving affected individuals and families.
Key results included:
• Active participation from organizations across 45 states, Washington D.C., Puerto Rico, and the U.S. Virgin Islands
• 1,600 website clicks directed to the William E. Proudford Sickle Cell Fund
• 366 media articles generated through campaign coverage and awareness efforts
• More than 232 million media and digital advertising impressions
• 185,000 Times Square, New York digital mega-spectacular displays views
• Growth to 2,000 Meta followers, representing a 25% increase over 2025
Beyond the metrics, the campaign successfully transformed awareness into engagement by creating opportunities for education, advocacy, and community connection. The unified visual identity helped organizations rally around a common message while expanding the reach of sickle cell awareness efforts across both digital and public platforms.
The William E. Proudford Sickle Cell Fund considers the campaign a success because it transformed storytelling into tangible impact—sparking conversation, increasing visibility, strengthening community support networks, and advancing awareness of the research and resources needed to improve outcomes for individuals and families affected by sickle cell disease.
