Title	CURSE TO CURE
Brand	ZELDZAME ZIEKTEN FONDS
Product/Service	RARE DISEASES AWARENESS
Category	F05. Cultural Insight
Entrant	N=5 Amsterdam, THE NETHERLANDS
Idea Creation	N=5 Amsterdam, THE NETHERLANDS
Additional Company	dentsuAchtung! Amsterdam, THE NETHERLANDS

Name	Company	Position
Daniel te Lindert	N=5	Creative Director
Thijs Bontje	N=5	Creative Director
Jesse Van Gysel	N=5	Creative
Tom Meijer	N=5	Art Director
Stefan Peijnemann	dentsuACHTUNG!	Account Executive
Dirk Jan de Krom	dentsuACHTUNG!	Account Director
Maksim Kuzin	dentsuACHTUNG!	Editor

Please tell us about the cultural insight that inspired the work

"You filthy Typhus sufferer", "Cancer the fuck out of here", "Get Cholera", ... The Dutch are the only people to curse with severe diseases. And although these curses are considered to be very shocking, every Dutch person knows them and the diseases linked to them. And known diseases get funding. Rare and unknown diseases don't. So we decided to use this unique cultural context to raise awareness for rare diseases by creating 6 new curse words, and by giving the Dutch permission to use them. The most used form of Dutch curses is to call someone a name by saying: "You filthy + disease" followed by "-lijer", which translates as "-sufferer" or "patient".