The UnBEARable Itch

Children with Alagille Syndrome endure an unbearable itch that never lets up. But while the world sees the symptom, it often misses the child behind it. The Unbearable Itch campaign for Mirum Pharmaceuticals set out to change that. Using the beloved teddy bear—once a source of comfort—transformed into a symbol of lost innocence, the campaign reveals how “suffering steals childhood,” urging us all to see beyond the itch and fight for what truly matters.