For kids with Alagille Syndrome (ALGS), childhood is often overshadowed by a relentless, overwhelming itch. LIVMARLI—the first treatment made specifically to address this symptom—offers a chance to give those lost moments back and provide new hope for families and clinicians.

Ditch the Itch brings this mission to life through the Liver League—an adventurous, big-hearted group of kids inspired by the classic 80s kid-gang era. At the center is Tyler, modeled after a real ALGS patient, who leads his friends in outsmarting the monster itch that has haunted them for years.

To capture the magic and resilience of childhood, the campaign unfolds in a stylized 2D illustrated world—rich with bold colors, expressive characters, and dynamic scenes that embody the Liver League’s determination to reclaim what the itch has taken away.