What it is
Rare Disease Day is observed on the last day of February, which is 28 February in most years. It was started by patient organisations to raise awareness of rare diseases and to call for better diagnosis, treatment and support for patients and families.
It is a sensitive awareness day. For a business, especially in health, the most helpful role is to share clear, checked information, give a voice to patient organisations and avoid any promotional tone.
Symbols: A ribbon with a pattern, a hand-drawn heart, a puzzle piece, a circle of hands
Emoji: 🎗️ 🤝 💙 🧩 🌍 🕊️
Colours: Soft blue, green, white
Hashtags: #RareDiseaseDay #RareDisease #RareDiseaseAwareness #PatientSupport #YouAreNotAlone
What to aim for
- Share clear, specialist-checked information about what a rare disease is
- Give visibility to patient organisations and support groups
- Show that your team listens to patients and families
Post ideas by format
Post
- A simple explanation of what is called a rare disease and why diagnosis can take a long time, reviewed by a specialist
- A post that names a verified patient organisation and how readers can support it
Carousel
- “How to support someone with a rare condition”: practical ideas on listening, helping and avoiding assumptions
- “Questions to ask your doctor”: a calm list for a long diagnostic journey, with a note to consult your own physician
Reel / short video
- A short interview with a doctor or a nurse who explains in one minute why awareness matters
- A calm video of the team writing “You are not alone” on cards for patients in a charity
Stories
- A link to a patient community with one sentence on what it offers
- A story of a specialist answering one question from followers, no dramatic music
Ready-made post examples
Layouts we wrote as examples. Replace the details with your own business before you publish.
Today is Rare Disease Day. A disease is usually called rare when it affects a small share of the population, but together such diseases touch many people and families. If you or someone close has spent a long time looking for a diagnosis, you are not alone. We have listed verified patient organisations in the first comment. Please share this with someone who may need it.
On Rare Disease Day our pharmacists want to remind you: if you take regular medication for a complex condition, ask us about storage, timing and what to do if you miss a dose. We cannot give a diagnosis, but we can explain how to take what your doctor prescribed. Save this post and share it with anyone who may benefit.
Rare Disease Day reminds us how important it is to listen to patients. Many people wait a long time for a diagnosis and feel unheard. In our work we try to ask one more question and not to rush a conversation. How does your team make space for people with complex health stories? We would like to learn from your practice.
What to avoid
- Do not use memes, jokes or trends; the day concerns people living with serious and often long-term conditions
- Do not use patients’ photos or stories without written consent, and do not claim to treat, cure or diagnose any rare condition
- Do not link the day to discounts or promotions; if you support an organisation, name it and report honestly what you did
When to post
- Have any medical text checked by a specialist and choose the organisation at least a week ahead
- Publish calmly on 28 February (a Sunday in 2027) with a quiet, clear message
- In the days after, answer messages with care and consider a follow-up post about a way to support the organisation all year
What to check afterwards
- Shares of the explanation post
- Clicks to the patient organisation’s page
- Messages from patients or families, which should be answered personally, with sensitivity and no sales language
Add one line about your business: the free generator gives three captions with hashtags for the network you choose. No sign-up.