According to WHO 1 in every 20 people has a rare disease. The total number affected (patients and caregivers) and the social impact is significant. All are „heroes“ in the battle for their lives. 20 Hero is just the first step in the ongoing strategy for improving the care for people with rare diseases. Goals and means: -Enlightening patients’ needs with engagement to address them–telling patients’ and caregivers’ stories in videos and in documentary movie shown on BNT and premiered in G8 cinema. Trailer on screens in subway and hospitals. Illumination of buildings across Bulgaria. Special website for the campaign -Engaging all stakeholders–patients, doctors, institutions–in interviews and in discussion after the premiere -Stressing on the need for early diagnosis and social integration

Target audience are the people with rare diseases and their families and caretakers, healthcare professionals, governmental institutions in healthcare sector and general public in Bulgaria

The awareness campaign „20th Hero“ in February and March 2022 is the first step in Takeda's strategy for timely diagnostics and improving the environment for people with rare diseases. The strategy covers also the next 3 years with activities that address the needs, identified during the awareness campaign. Specific projects were developed to accelerate the diagnostics together with all stakeholders, as well as for improving patients’ lives together with patient organizations.

Campaign started with radio spots and teasers in online media: #What is mean to be a hero today? #1of20 The documentary "Journey towards Hope" was captured. Its premiere took place on Rare Disease Day – 28.02.2022 and was followed by a press conference where all problems in the field were touched upon. It was attended by leading experts, patient organizations, Bulgarian Physicians union, Sofia municipality, journalists.The National Palace of Culture was illuminated in various colors, as well as other buildings in Plovdiv, Varna, Ruse, Shumen, Veliko Tarnovo, Burgas, Blagoevgrad, Bansko A trailer of the film was shown on screens in the subway. The entire film was released on BNT and on other TV channels. The event was followed by a number of interviews and publications A site https://20thhero.bg/ was created to gather in one place all materials from the campaign and to be a platform for up-to-date and useful information for rare diseases The campaign was the start of Takeda’s strategy for improving the care for people with rare diseases, which is currently developed via additional awareness campaigns, screening projects for improving diagnostics and accelerating access to treat

With this long-term project, Takeda aims at securing earlier diagnosis and access to treatment, as well as improving the comprehensive care for people with rare diseases. After campaign and thanks to the efforts of all stakeholders the list of rare diseases in Bulgaria was updated for the first time in the last few years. Our society became more aware of what a rare disease is, as well as of the needs of people suffering from such diseases and their caretakers.