Sentenced

Services
Web Campaign
Adv
Out-of-Home
Creative & Art Direction

Imprisoned behind a fork. For those born with Prader-Willi syndrome (PWS), the urge to eat isn't simple appetite — it's a constant biological threat.

Sentenced is the integrated communication and social awareness campaign we developed for Prader Willi – Federazione Italiana delle Associazioni (Lombardy Section), created to shine a light on a rare and complex genetic condition, translating its clinical weight into a visual message with deep human impact.

01 Challenge

Prader-Willi syndrome is a rare genetic disease characterized by constant, insatiable hyperphagia: a sentence to perpetual hunger caused by a hypothalamic alteration.

Prader-Willi syndrome is a rare genetic disease affecting roughly one in 30,000 people. The main challenge was to give visibility to a condition too often ignored by the public or reduced to a purely clinical and dietary issue. It was necessary to break down common misconceptions and convey the real isolation and the emotional, organizational and economic burden that weighs daily on patients' families.

001 - Billboard

02 Insight

For a patient with PWS, hunger never passes, never switches off, and can never be controlled.

It is a true lifelong biological sentence. This constant search for food turns homes and everyday settings into a space of continuous monitoring by parents, generating chronic anxiety tied above all to the future: the dreaded thought of “After Us”. When families no longer have the strength to protect them, who will guarantee their children's safety and independence?

002 - Out-of-home Poster

03 Creative idea

We represented the condition through an immediate visual contrast and a powerful metaphor: an ordinary fork ideally transforms into the bars of a prison cell.

The main claim, “Sentenced to life. By hunger.”, defines the harshness of the syndrome in a clear, unfiltered way.

Through a striking photo shoot (by photographer Tommaso Cimaresi) focused on the intensity of the subjects' gazes, we wanted to break the silence and move past cold clinical detachment to give voice to families' real stories.

SENTENCED doesn't stop at raising awareness — it also serves as a bridge to a concrete solution: the campaign actively supports the creation of the new Residential Centre in Asso, a protected, tailor-made environment designed to foster the gradual independence of young people and offer families confidence and relief.

003 - Billboard

04 Creative assets

The communication strategy included a cross-media plan aimed at maximizing the reach of the emotional and institutional message, across offline channels and digital touchpoints.

Trade publications: Planning of advertising pages and advertorials in national newspapers and magazines to reach the target audience.

Digital campaign: Development of video content, interviews and editorial cards for social platforms, aimed at gathering testimonials and deepening understanding of the syndrome.

Direct marketing for fundraising: Creation of dedicated communication assets to support fundraising for the construction and upkeep of the Residential Centre in Asso.

004 - Press Advertising

05 Results

The SENTENCED campaign successfully turned a niche clinical topic into a case of social relevance, sparking empathy and genuine collective awareness.

The powerful visual impact of the fork-as-prison sparked strong debate, allowing the association to finally be understood, recognized and supported beyond the narrow circle of the medical community.

Thanks to the visibility gained across the various channels, the campaign gave a strong boost to fundraising projects linked to the Residential Centre, helping to lay the groundwork for a safe and independent future for these young people and bringing real relief to the “After Us” anxiety expressed by families.