Design Craft

The Unbearable Home is a window into a shocking reality that ensures dermatologists walk away ready to demand change in hidradenitis suppurativa (HS) disease management.

A small house with a big impact.

Judges Comments

Through an especially strong, emotive campaign that uses real insights from people living with HS, its audience can appreciate truly what it’s like to live with this often-overlooked condition. The judges thought the craftmanship involved in the booth exhibition was incredible. The attention to detail of the model home was impressive and it conveyed the effect of the disease in a truly visceral way. The painstakingly developed miniature house and every hand-crafted item inside were key to bringing out the patients’ lived experience of the disease to HCPs. Having a shower, sitting in a favourite chair or going to bed are demonstrably a huge challenge. The choice of typeface with sharp edges helped convey the idea of the discomfort which brings both physical and emotional effects.

The superb craft was instrumental in gaining tangible results, with an impressive footfall for the booth, dermatologists being highly engaged and, most importantly of all, inspired to demand better treatment and outcomes for their patients. Judges said that out of all the entries in the Design Craft category, “The Unbearable Home” is the one that they continue to think about, ever since first seeing it. As well as being amazingly innovative, this piece is a masterclass in utilising craftspeople who are at the top of their game to realise a highly effective concept and method of creating emotive connection with audience… It really does makes you feel what HS patients feel.

James Machin, Onyx Health

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The resulting work made this important message accessible and urgent for all audiences.

An educational campaign built around tangled woollen threads, reflecting the complex, heterogeneous nature of COPD.

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By merging storytelling with material innovation, it created a tactile, memorable experience that stood out in a digital-dominated space.