Sparking change together

Inside the F.L.A.M.E.S. campaign driving encephalitis awareness

Jane Nikhwai
Account Manager
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Lorenzo Finamore
Senior Account Executive
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Anna Macdonald
Senior Designer
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Spot a billboard up in F.L.A.M.E.S. recently and think ‘damn, this campaign is cool’? Well then, you are part of millions of people who spotted the new campaign we've been working on in collaboration with Encephalitis International

‘How did this come about?’ I hear you ask.

Grab a matcha and read as we reflect on our journey of joining Encephalitis International's mission to raise awareness of encephalitis worldwide.

The Spark

Back in 2024, we entered the Charity Challenge at the PharmaTimes Communications Awards, where we were tasked with creating a campaign for Encephalitis International. It was there that we had the pleasure of meeting Calum Goodwin, EI’s Partnership Lead. After the event, we stayed in touch and, when Calum secured access to some key billboards for World Encephalitis Day (WED) on 22 February 2025, he clearly thought we were just the right level of crazy to help bring his ambitious idea to life.

As this was still the BLIG (Before LinkedIn Games) era, we developed a Wordle-inspired concept - rooted in a simple truth: encephalitis is hard to say, hard to spell, and even harder to recognise - which kick-started the EI x Camino collaboration.

What started as an exciting discussion soon appeared on screens in the Big Apple and Big Smoke - Times Square and Piccadilly Circus - with approval from the New York Times themselves. As we began supporting Encephalitis International’s social media channels, the collaboration continued to grow, prompting a bigger question: how could we build on the momentum, bring future WED campaigns to life, and make an even bigger difference for families affected by encephalitis?

The fuel

Based on our learnings from WED 2025 - where we tested a captivating concept on some of the world’s biggest screens - we knew the next campaign needed to be even more eye-catching, empowering and emotive, with a strong call to action intrinsically linked to raising awareness. So, when Encephalitis International asked us to collaborate again, we were excited to take it to the next level.

Despite affecting hundreds of thousands of people globally each year, encephalitis remains widely misunderstood, with 77% of people having never heard of encephalitis.  Encephalitis International created the F.L.A.M.E.S. concept to change that - and together, we brought the campaign to life, combining powerful visuals with clear education to help people everywhere spot the warning signs.

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The goal was simple: stop people in their tracks.

Together, we developed a striking visual identity for the campaign. At its centre was a powerful symbol: the charity’s recognisable brain placed within a flame, representing the inflammation caused by encephalitis. From there, the concept grew into a bold visual system as realistic flames engulfed the screens, clearing to reveal the message: “Know the Signs”. Finally, the Encephalitis International logo appeared with the flames around the brain extinguished - symbolising how early diagnosis can quite literally put out the flames.At the heart of the campaign is the F.L.A.M.E.S. acronym, highlighting the key warning signs of encephalitis:

Infographics, social content and QR codes on billboards directed passers-by to Encephalitis International’s website, equipping the public with clear, shareable resources - ensuring awareness doesn’t stop at the screen, but continues to spread.

See more yourself at https://www.encephalitis.info/flames/

Up in F.L.A.M.E.S.

Seeing the campaign come to life has been incredibly rewarding for the whole Camino team.

From billboards lighting up cities across the UK, the US (with an estimated 47 million impressions!), Doha, the Philippines and beyond, to conversations spreading across social media (including a shoutout on ITV News), F.L.A.M.E.S. has helped bring encephalitis into sharper focus.

We've also been delighted to collaborate with POP Health Communications Ltd who have been instrumental in driving media campaigns.

But what has stayed with us most are the stories behind the campaign — hearing from survivors, families and advocates who know first-hand why awareness matters. Because when people recognise the signs sooner, outcomes can change.

And F.L.A.M.E.S. doesn’t end with WED. It’s just the beginning. We’re already working with Encephalitis International on what comes next to keep the momentum going.

We’re incredibly proud to stand alongside Encephalitis International in raising awareness of this condition — and we’re excited for what’s still to come.

Awareness doesn’t just spark conversation. Sometimes, it puts out the flames. 🔥💙

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