Result
Over 2 million people reached in 2026, with 418 pins added to the Global Mito Map.
The challenge
Most people have never heard of mitochondrial disease (mito), even though it affects an estimated 1 in 5,000 people and diagnosis can take years. International Mito Patients (IMP) needed a campaign that its member organisations around the world could use to raise awareness every September.
Our thinking
We made the week easy to join, with a clear theme each year, editable resources and dedicated awareness days within the week. In 2024 we rebranded and relaunched the campaign, in 2025 “Decode the Mito Puzzle” connected science with real-life experience, and in 2026 “Putting Mito on the Map” gave the community a visible place to show up: the Global Mito Map.
What we create each year
- —Campaign themes and key messages
- —Campaign toolkits and editable Canva assets
- —IMP website rebuild and campaign pages
- —TK2d Awareness Day, LHON Awareness Day and Light Up for Mito resources
- —The Global Mito Map
- —Patient video stories
- —Organic and paid social media
- —Campaign management
Results
Reach has grown every year, from around 470,000 people in 2023 to over 2 million in 2026. In 2026, 418 pins were added to the Global Mito Map from across the globe.
What we learned
Giving people a visible way to take part turns awareness into participation.