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Branding agency WMH&I has launched a campaign titled “Super Flexible Not Superhuman” to raise awareness of Ehlers-Danlos Syndromes (EDS) and aid in diagnosis. The campaign highlights EDS symptoms, such as joint hypermobility and skin hyperextensibility, illustrating the chronic pain and complications faced by sufferers through striking CGI visuals. EDS often goes undiagnosed for an average of 12 years, and this campaign aims to change that by directing viewers to an informative website. The initiative includes a Christmas charity single, created by music duo TEM-PLE, featuring a live performance at Piccadilly Circus on November 29. The project stemmed from a heartfelt email from Aurora Partridge, who was diagnosed with EDS after years of misdiagnosis. The collaboration involved numerous partners, including photographer Kristina Varaksina and CGI specialists Pop Creative, all contributing pro bono to amplify the message. With a focus on empathy and awareness, WMH&I hopes to support others facing similar challenges.
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