rareCAPTCHA | Giovani Leoni 2021

•

Follow All Following All Unfollow All

FFC, LIFC & SIFC present

rareCAPTCHA

Giovani Leoni 2021

Cystic Fibrosis is a rare and invisible disease, an enemy that is not perceived from the outside world.

Only who's touched by it is actually throughly informed, that's why we need to make people aware of its existence.

• • • •

How to make people aware and well informed with a digital campaign out of the ordinary?

By testing people's ability to perceive the disease, through a medium that, on a daily basis, challenges us to recognize common things: Google reCaptcha.

On the International Day of Cystic Fibrosis, we'll turn reCaptcha into rareCaptcha, and use the famous plug-in to display pictures of people all looking, apparently, healthy. The challenge? Recognize and select which one of them is affected by the rare Cystic Fibrosis. Every time a user will sign up, log in, purchase or review something on a website, our RareCaptcha will show up. Winning against it will be impossible tho: after three failed attempts we'll reveal the truth and invite the public to visit the organizations' website to learn more about FFC, LIFC and SIFC.

On the re-designed website of the organizations, people we'll be able to read and deepen their knowledge on

Cystic Fibrosis through some testimonies and join the cause.