When the National Organization for Rare Disorders (NORD) approached us and asked us to help them change how the world sees rare disease, we decided to reassess our typical approach to advertising and activate the general public in a new way. In “Good Morning Peyton,” we told the story of how a town in Kansas transformed night into day for a 10-year-old boy named Peyton Madden, who lives with an extremely rare and life-threatening allergy to sunlight called xeroderma pigmentosum (XP).
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