25 April marks European Alpha-1 Awareness Day, and the Alpha-1 Europe Alliance is proud to launch its 2026 campaign with a bold and disruptive new concept: “The Missing Piece”.
Alpha-1 Antitrypsin Deficiency (AATD) is a rare genetic condition that can affect the lungs, liver and skin. Despite its potentially serious impact, it remains largely underdiagnosed across Europe—9 out of 10 people living with AATD are unaware they have it.
This is largely because the condition is invisible, often going unnoticed until symptoms become severe.
A powerful concept: The Missing Piece
For the 2026 campaign, the Alliance introduces a striking creative concept that brings this invisibility to life.
“The Missing Piece” symbolises the absence of alpha-1 antitrypsin in the body—an absence that is not immediately visible, yet has profound consequences. Much like a missing piece in an image or structure, it may go unnoticed at first glance, but its impact is significant.
Designed to be as disruptive as possible, the campaign uses visual and conceptual contrast to spark curiosity and prompt audiences to look closer, ask questions, and ultimately learn more about AATD.
“By transforming an invisible condition into a tangible and recognisable idea, the campaign aims to bridge the gap between unawareness and understanding.”
Creativity with purpose across Europe
This year’s campaign has been developed with the creative pro-bono support of VML Italy, whose contribution has helped shape a concept that is both thought-provoking and highly engaging.
“Together, we have built a campaign designed not only to inform, but to capture attention in a crowded digital environment, encouraging audiences to explore further and visit the campaign’s dedicated platform.”
The campaign will roll out from April, targeting the general public while also engaging key audiences, including people affected by lung and liver conditions, healthcare professionals, researchers and policymakers.
Its main objectives are to:
- Raise awareness of Alpha-1 Antitrypsin Deficiency (AATD) across Europe
- Highlight the invisible nature of the condition and the importance of early detection
- Encourage individuals at risk to seek information and testing
- Strengthen understanding among healthcare and policy stakeholders
Campaign assets
To support dissemination and engagement across countries, the campaign includes:
- A multilingual landing page, accessible across Europe
- A social media toolkit, including six posts to be shared throughout April
- Adaptable materials for national organisations and partners
These resources are designed to ensure consistent messaging while enabling local adaptation and amplification.
Stronger together
As with previous editions, this campaign goes beyond awareness. It represents a collective effort to strengthen collaboration across the Alpha-1 community and beyond.
By working together—patient organisations, healthcare professionals, researchers, industry partners and policymakers—we can improve recognition of AATD, accelerate diagnosis, and ultimately enhance care and outcomes for those affected.
Because what is missing cannot be addressed until it is seen.
